Gatekeeper Segmentation

Given the increasing importance in children’s nutrition and well-being; in 2008, HealthFocus created a psychographic segmentation that identifies four distinct parental styles when considering the health and nutrition of children. Each segment differs in their level of involvement when considering their children’s health and nutrition. These segments are based on the family member who is the Gatekeeper - the parent responsible for buying the groceries that their children will consume.

The HealthFocus Gatekeeper segments are Nurturers, Controllers, Overwhelmed and Uninvolved. These segments are tracked globally, allowing us to look for global targets that share attitudes regardless of different cultures and demographics.

Contact us for more information on how to use or license these segments for better targeted products and communications.