What are Category Drivers and Segments?
Do you know what drives consumer decision making in your category? Or what different segments we can identify based on consumer decision-making behaviour? Cambri helps you answer these questions with a robust statistical methodology (MaxDiff and Cluster Analysis) so you can decide which segments you should be innovating for and how.
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
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what our clients say
"We use Cambri extensively on a global level. It's quick, cost-efficient and flexible."
Head of Consumer Insight at Valio
“Our sprints have become shorter and we get results much faster.”
Innovation Manager at Anora
"A new kind of agile and cost-effective way to gain consumer feedback."
Marketing Director at Cloetta
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.
Cambri under the spotlight
Uncover the features your target market values most with MaxDiff
This scientifically rigorous research method helps determine which new flavours, scents or features consumers will be most excited about so you can rank your priorities.
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Methods related to Category Drivers and Segments
How does it work?
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.
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 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.
Ready to innovate?
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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.”
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.”
Head of Product Development and Partner at Solar Foods