IRI Adds SSI Data to eCommerce and Millennial Segments

Retail and healthcare data giant IRI is to add information from SSI's seven million US panelists to its eCommerce and millennial consumer and shopper segmentation approaches, to enhance its insight into consumer purchasing behaviour.

For the past two years, IRI has conducted surveys among millennials and online shoppers in order to develop an understanding of their motivations. These individuals are then classified into six segments reflecting a range of lifestyle attitudes, social connection, confidence, health and wellness, financial habits, shopping styles and 'digital savvy'.

With the new partnership, IRI will classify respondents from SSI's online and mobile panels into these segments based on their actual behavior, and then ask more in-depth questions to address specific business issues. IRI says the deal will expand its e-ShopperLink and MillenniaLink segmentation data, providing insights on particular trends or issues relating to these individuals, and enabling marketers to conduct a range of different surveys - such as concept and product testing and ad testing - while helping CPG clients survey a broader and more targeted base of potential respondents.

Robert Tomei (pictured), President of Consumer & Shopper Marketing for IRI, comments: 'This partnership with SSI continues the development of IRI's new and significantly expanded insight and activation capabilities that provide our clients with the opportunity to better understand the changing consumer and shopper landscape. By applying our advanced analytical solutions and predictive models, which are based on actual behavior to large databases, we can offer our clients a meaningful way to engage their consumer and shopper in new, innovative ways'.

Web sites: www.iriworldwide.com and www.surveysampling.com .