Baseline Study and Segmentation in Spain, Italy and Russia
Situation and main goals: Understanding and gaining an in-depth insight into uses, attitudes, buying, consumption and culinary habits. Identifying strategic segmentation based on attitudinal, lifestyle and socio-demographic variables, which allowed the client to determine the best value proposition to maximize the brand’s penetration potential and volume in each segment.
Methodology: In-depth analysis of the main purchasing and food preparation phases through qualitative and quantitative techniques. Multi-variable analyses such as Chi-squared Automatic Interaction Detection, LOGIT, Hierarchical and Non-Hierarchical Cluster Analysis and Homogeneity Analysis were employed to define a segmentation strategy.
The key elements that defined individuals based on their trends vis-à-vis innovative foods were analysed and the most innovative clusters were fine-tuned.