It’s All About that BASE: Meet Today’s Consumer

Unlocking Opportunities Through Psychographic Insights

July 28, 2015

Psychographic Segmentation

Segments and Segmentation

Why is it Important to Focus on Specific Shopper Types?

The Pareto Rule holds across industries…

0.5% of customers comprise 25% of rental sales

6% of UK soda drinkers account for 60% of cola sales

The top 15% of long distance callers comprise ~60% of long distance calls

10% of a bank’s retail customers equals about 90% of retail profits

Categories Shoppers Say Contribute to Overall Health & Wellness

Products & Services All Shoppers

(Extremely/Very Important)

Produce (fruits & vegetables) 79%

Prescription Medications 79%

Oral Care 78%

Pain/Fever 54%

Multivitamins 54%

Specific Vitamins 54%

The Selling Continuum: Value Beyond the Product

5

Need more skill and knowledge for difficult decisions

1 1

Showing up List Features

Benefits Conceptual

Consultative

Structural

Systemic

0

10

20

30

40

50

60

70

80

90

1 2 3 4 5 6 7 8

Sale

s O

utp

ut

Level of Skill and Knowledge Required

Key Customer Selling

Persuasive Selling Format

Solution Selling !requires !customer !mapping

c2b Research Summary

United States, online sample of 4,878 and 4,039 individuals

National representative sample by age (18+), sex, region, and race

Jan 2013 and Jan 2015

Health Insurance Provider -

Satisfaction, Desired Benefits

Health Care Attitudes, Nutrition, Exercise, Behaviors

Conditions Experience,

Current Medications,

OTC Attitudes

Health Care Reform

Attitudes

Sources of Health Care Information

& Media

Demographics Socioeconomics

Geography  

51 Health Conditions including…

•  Anxiety •  Diabetes •  Heart Disease •  Depression •  COPD •  Obesity •  Hypertension

 

Over 50 Million Data Points!

The c2b Psychographic Segments

Self  Achievers    (24%)  

Balance  Seekers  (18%)  

Priority  Jugglers    (18%)  

Willful  Endurers  (27%)  

Direction Takers (13%)

Self Achievers (24%)

Self Achievers are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance. Self Achievers may actually have health issues, but they stay on top of them with regular medical check-ups, health screenings, and research. Self Achievers are task oriented, and will tackle a challenge if they are given measurable goals.

Balance Seekers (18%)

Balance Seekers are generally proactive in their health and wellness-oriented. Balance Seekers are open to many ideas, sources of information, and treatment options when it comes to their healthcare. However, Balance Seekers themselves – not healthcare professionals -- define what success looks like in their health. Physicians and other healthcare professionals are useful resources, but not the only resources, for leading a healthy life.

Priority Jugglers (18%)

Priority Jugglers are very busy with many responsibilities. Because of all these responsibilities, Priority Jugglers may not take the time to invest in their own wellbeing and are reactive when it comes to health issues. However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.

Direction Takers (13%) Direction Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials.

Direction Takers are more likely to go to the doctor at the first sign of health concerns.

However, Direction Takers may not always follow a physician’s advice – not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.

Willful Endurers (27%)

Willful Endurers live in the “here and now” and believe there are more important things to focus on than improving their health for the future. Willful Endurers are not necessarily unhealthy, but they do what they like, when they like, and do not change their habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they absolutely must.

30%  

61%  

85%  

24%  

32%  

55%  

17%  

37%  

61%  

48%  

66%  

89%  

29%  

32%  

68%  

0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  

I'll spend whatever it takes to be healthy

I am already healthy, but I take steps to be even better

I actively take steps to prevent illness

Direction Takers

Self Achievers

Priority Jugglers

Willful Endurers

Balance Seekers

Self Achievers are the most proactive and wellness oriented

Proactive Health Attitudes and Behaviors (Strongly Agree/Agree)

6%

13%

17%

32%

36%

46%

18%

22%

34%

7%

10%

14%

18%

29%

34%

0% 10% 20% 30% 40% 50%

I have an unhealthy lifestyle, I just can't change my habits

I consider myself a "couch potato"

I know what I should be doingto be healthy, but I don't make my health a priority

Direction Takers

Self Achievers

Priority Jugglers

Willful Endurers

Balance Seekers

Willful Endurers are the least engaged, deprioritizing heath and wellness

Disengaged Health Attitudes and Behaviors (Strongly Agree/Agree)

Communica*on  Preferences  Vary  by  Segment

• Highly receptive to health information

• Most likely to interact with health insurance company online

Self Achievers

•  Highly receptive to health information

•  Most likely to visit health websites

Balance Seekers

• Lower levels of involvement and awareness v. other segments

• Doctor is desired source for information – higher desire to get information than currently gets from doctor

Direction Takers

• Generally not engaged in getting health care information for themself

• Family/peer influence strong

Priority Jugglers

• Generally least engaged for health related information – hardest to reach

• Peer influence strongest

Willful Endurers

Segment Distribution Differs by Target Audience

0%

5%

10%

15%

20%

25%

30%

35%

40%

Self Achiever Balance Seeker Direction Taker Priority Juggler Willful Endurer

GenPop 18-24 Hispanic

The Role of Produce Varies by Psychographic Segment

Produce is a Key to Prevention

0%# 25%# 50%# 75%# 100%#

Total#

Self#Achievers#

Balance#Seekers#

Direc;on#Takers#

Priority#Jugglers#

Willful#Endurers#

Ea;ng#fresh#produce#helps#reduce#the#risk#of#disease#

0%# 20%# 40%# 60%#

Total#

Self#Achievers#

Balance#Seekers#

Direc:on#Takers#

Priority#Jugglers#

Willful#Endurers#

I#prefer#organic#produce#

Organic is Clearly Prioritized by Balance Seekers

For Some, Produce is Worth the Investment…

0%# 25%# 50%# 75%# 100%#

Total#

Self#Achievers#

Balance#Seekers#

Direc;on#Takers#

Priority#Jugglers#

Willful#Endurers#

Ea;ng#fresh#produce#is#worth#the#extra#cost#

…While For Others Cost is a Barrier

0%# 20%# 40%# 60%#

Total#

Self#Achievers#

Balance#Seekers#

Direc:on#Takers#

Priority#Jugglers#

Willful#Endurers#

Fresh#produce#can#be#too#expensive#to#fit#into#my#budget#

Information and Context Can Be Important!

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%#

Total#

Self#Achievers#

Balance#Seekers#

Direc@on#Takers#

Priority#Jugglers#

Willful#Endurers#

I#want#to#know#where#food#comes#from#

0%# 10%# 20%# 30%# 40%#

Total#

Self#Achievers#

Balance#Seekers#

Direc;on#Takers#

Priority#Jugglers#

Willful#Endurers#

I#would#prefer#home#delivery#for#produce##over#having#to#buy#it#at#the#grocery#store#

Willful Endurers are a Target for Home Delivery

Thank you! Brent Walker EVP & Chief Marketing Officer brent@c2bsolutions.com www.c2bsolutions.com 1-844-222-c2b-data