Focus on the Consumer

We work to help you tap into all those intangibles – the whys and hows behind consumer behavior in order to give you more ways to connect profitably. (click on each for more information or scroll down)

• Proprietary client segmentation
• Customized target audience profile
• HealthFocus Health Shopper Segmentation Model
• HealthFocus Parenting Segmentation Model
• HealthFocus Benefit platforms

Proprietary Client Segmentation

HealthFocus can build from ground up a custom segmentation. However, many of our clients already have their own models in place and need updates, more information or broader geographic coverage.

Quicker, and much less expensive versus new research. We have found in most instances we can match your internal segmentation with the questions from our existing Global Database on Consumers and Healthy Living. We then capture all the information on healthier living profiles by individual segments.

Customized Target Audience Profile

We can bring your consumer target to life. Accessing our Global Database on Consumers and Healthy Living, we seek out a combination of attitudes, ability to act and current product usage to pinpoint your market. We size, trend and profile this consumer opportunity by identifying when, how and where to market most successfully.

Profiling may include:

• Attitudes and behaviors relative to food and health
• Barriers to health and predisposition to change
• Benefits and nutrients of interest
• Brand and product drivers
• Sources of information
• Food and health concerns
• Usage of key products

HealthFocus Health Shopper Segmentation Model

The HealthFocus Healthy Shopper Segmentation divides shoppers into six distinct groups, each with different approaches and motivation on health and wellness.

The HealthFocus Segments provide a consistent global foundation for understanding basic shopper attitudes and belief systems relating to actions.

HealthFocus Segments
Disciples Compulsive about dietary choices Includes many vegetarians and health food shoppers Knowledgeable about cutting-edge nutrition	Investors Making healthy choices for future health Values quality and new food experiences Won’t sacrifice taste or convenience	Managers Sees positive, daily results from healthy diet Wants immediate benefits, Priorities distract from H&W More likely to have young children
Healers Compelled to eat healthier due to health issues Tend to be older Health interests often one dimensional Positive outlook and more likely to take action	Strugglers Yo-yos between healthy and unhealthy eating More feelings of guilt Less empowered Vulnerable to quick fix promises	Unmotivated Does not believe that diet impacts health Tends to be young and single Taste driven Makes weight-loss choices for vanity instead of health

HealthFocus Parenting Segmentation Model

The HealthFocus Gatekeeper Segmentation is a view of the different kinds of parents and the different attitudes and behaviors they have when providing for the health and wellness needs of their children.

HealthFocus Gatekeepers
Nurturer Gatekeeping with quiet ease	Controller In control, always diligent	Overwhelmed Concerned but mystified	Uninvolved Not defined by gatekeeper role

HealthFocus Benefit Platforms

HealthFocus has identified 8 global nutritional benefit areas that are most compelling to shoppers, provide for optimum market coverage, and are the foundation on which to build brand positioning

Functional Nutrition
Well-Being Nourishing mind, body and spirit Holistic health	Natural Purity Simplicity	Cosmetic Appearance Graceful aging	Pleasure Feeling good Enjoyment
Nurturing Defining success through others Quality of life	Performance Health enhancement Success	Weight Management Maintaining or losing Self-esteem	Prevention Health management Reduced risk or impact