Helping an agency with a shopper segmentation

May 2021
How I helped a shopper insight agency design a cooking sauces segmentation from a U&A

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A small agency had a temporary analytics skills gap and needed to deliver a shopper segmentation for a cooking sauce client.
I completed a factor analysis using the data generated from a usage and attitudes survey of more than 1000 cooking sauce buyers to develop an attitudinal segmentation and an excel model that allowed the client to allocate shoppers to a segment using the 5 most differentiating questions.

Insights & Outcome

My client was able to complete the segmentation on time and their client received a segmentation they are happy with and a simple way of allocating customers to segments based on key questions.

What the client said...

Susie (as ever) delivered a great piece of work for us – in this case a validated shopper segmentation that has proven a great hit with our client. As well as coming up with ‘the goods’ for us Susie is also a real pleasure to work with.

Head of Research, Retail and Shopper Insight Agency

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Contact Susie Mullen
Contact Susie Mullen