Why is identifying category drivers and segments important?
Consumers have different motivations for using the same brands and products. For example, some buy coffee beans simply because they find the coffee tastes so much better. Others buy beans because they love the smell and everyday luxury that the coffee experience creates.
This study allows you to identify different consumer segments and understand how to win and grow in them
When to identify category drivers and segments
- In usage and attitude (U&A) studies.
- Exploring how to grow in a specific category or market.
- Deep dives into motivators and meanings, e.g. what healthiness, high quality or sustainability means in a certain category for different consumers.
Case Studies
Cambri under the spotlight
Methods related to Category Drivers and Segments
How does it work?
MaxDiff
MaxDiff helps identify consumer segments and why certain consumers are attracted to certain products. It uses an indirect questioning technique to ask respondents to choose their favourite from a subset of attributes and uses statistical modelling to estimate the utility respondents assign to each attribute.
Cluster Analysis
Segmentation helps identify homogeneous segments with unique preferences, as well as understand the interrelationship between needs or drivers. It allows you to uncover the preference of different attributes for a particular segment that may be different from the market as a whole.
TURF Analysis
TURF is a method that can be used to gain insights about market potential and optimal portfolio strategy given limited resources, as it shows the incremental reach of adding an option to the existing portfolio.
NLP (Natural Language Processing)
Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.
Quotes
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“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”
Julia Neergaard Laursen
Innovation Projects Lead at Nestlé Nordics
“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”
Sanna Dooley
Chief Commercial Officer
“The best part of Cambri is that we get results very fast. It’s also cost-effective: we can get reliable results with a reasonable investment.”
Anna Häkämies
Head of Product Development and Partner at Solar Foods