By BestMediaInfo Bureau

In a time when obtaining a comprehensive omnichannel view of consumers appears challenging, it's advantageous to transcend traditional segmentation methods reliant solely on factors such as affluence, propensity to buy, and demographics.

Advertisers and market research experts proposed at a panel discussion, held alongside the launch of Market Research Society of India (MRSI)'s new Socio-economic Classification System, 'ISEC', that segmenting consumers based on their behaviours, needs, and life stages offers a more effective approach.

Citing examples of how Dabur goes about segmenting for its healthcare and pharma range of products, Rajiv Dubey, Head of Media at the FMCG company, said, “Health-conscious individuals tend to gravitate towards healthier activities, making them prime candidates for health supplements consumption. Along with that, our research partners have provided invaluable data, including states with high disease indices and low disease indices, aiding us in segmenting the audience more effectively.”

He further emphasised that brands can effectively target consumers based on their current life stage, as product preferences tend to shift accordingly. For instance, Dubey highlighted that consumers often purchase baby products upon entering parenthood.

Along with Dubey, the other panellists were Muralidhar Salvateeswaran, Chief Operations Officer at Insights APAC, Kantar; Vivek Malhotra, Group CMO of India Today Group; Vinay Virwani, Head of Consumer Insights at Dabur India; Amit Adarkar, CEO, IPSOS, India and Jasmine Sachdeva, Managing Partner at Wavemaker India. The session was moderated by Shuvadip Banerjee, Chief Digital Marketing Officer at ITC and General Secretary of MRSI.

Read Full Story https://bestmediainfo.com/2024/02/how-marketers-can-go-beyond-traditional-ways-of-consumer-segmentation