IRI Enhances Consumer and Shopper Segmentation Solution in Alliance with Survey Sampling International
On-demand segmentation solution leverages SSI online and mobile panels
to create in-depth and targeted insights into consumers’ purchase
behavior
CHICAGO–(BUSINESS WIRE)–IRI®, the global leader in innovative solutions and services
for consumer, retail, media and over-the-counter healthcare companies,
announced today a new alliance with Survey Sampling International (SSI),
the global leader in data solutions and technology for consumer and
business-to-business survey research. Through the relationship, SSI’s 7
million U.S. consumer panelists can be classified by IRI’s
industry-leading consumer and shopper segmentations, such as e-commerce
behavior with IRI e-ShopperLink™ and the purchase dynamics of
millennials with IRI MillenniaLink™ to create on-demand, targeted and
personalized analyses.
For the past two years, IRI conducted surveys among millennials and
online shoppers to develop a deep understanding of motivations among
these key groups of consumers, who are increasingly important to
manufacturers and retailers. Through SSI’s on-demand targeting
capabilities, IRI will now be able to classify respondents from SSI’s
panel into various segments of the population based on their
characteristics of actual behavior in virtually real time, followed
immediately with more in-depth questions intended to address specific
business issues.
“This partnership with SSI continues the development of IRI’s new and
significantly expanded insight and activation capabilities that provide
our clients the opportunity to better understand the changing consumer
and shopper landscape, the new shopper journey and how to ‘win the
shopper’ in today’s new world,” said Robert I. Tomei, president of
Consumer & Shopper Marketing for IRI. “By applying our advanced
analytical solutions and predictive models, which are based on actual
behavior to large databases, we can offer our clients a meaningful way
to engage their consumer and shopper in new, innovative ways.”
“Augmenting our leading data asset with IRI enables us to provide an
increasingly comprehensive view into consumer attributes, providing
maximum value for our 3,000+ clients,” said Bob Fawson, chief product
officer for SSI. “Insights on particular trends or issues that affect
segments such as these are imperative as we expand our footprint. IRI’s
segmentation solutions expand our scale and size among CPG marketers and
manufacturers as well as retailers. It accelerates us toward our goal of
building the world’s leading data solutions company with the world’s
best people, panels and technology.”
MillenniaLink Segmentation
Millennials are the largest generation since the baby boomers,
representing nearly 30 percent of the population and have purchasing
power that will top $200 billion by 2017. Despite their size and
influence, CPG decision makers often treat millennials as a homogeneous
group.
To understand differences within this key demographic group, IRI
surveyed millennials from the United States about their attitudes and
behaviors across all facets of their lives. IRI’s research revealed that
millennials are not a one-size-fits-all generation. Instead, they fall
into six unique and targetable segments that offer different
leverageable opportunities for manufacturer and retailer business
growth. The six segments reflect an array of lifestyle attitudes, social
connection, confidence, health and wellness, financial habits, shopping
styles, and digital savvy that exist among millennials.
e-ShopperLink Segmentation
According to a BI
Intelligence report, e-grocery sales are expected to grow by 21
percent annually through 2018. Companies that want to harness that
growth will require a keen eye toward targeting the right people, in the
right way, with the right product offerings and messages.
IRI updated its survey among U.S. consumers about their online shopping
attitudes and behaviors in order to improve understanding of online
trends for CPG manufacturers and retailers. Through the survey results,
IRI identified six unique segments that reflect an array of online
shopping attitudes, drivers, shopping styles and mobile usage for
shopping online for specific grocery categories.
By expanding IRI’s e-ShopperLink and MillenniaLink segmentation data to
SSI panelists, marketers can conduct a range of survey types such as
concept and product testing and ad testing. By classifying consumers
based on IRI’s syndicated segmentations, CPG clients will have more
flexibility in the types of surveys and questions they can ask and a
broader, more targeted base of potential respondents.
“It’s critical that retailers and manufacturers understand the impact
millennials and e-commerce have on sales,” said Carl Edstrom, senior
vice president and principal of Survey Solutions for IRI. “Both provide
significant opportunities, which is why it’s imperative that marketers
use the most targeted solutions to create actionable product development
plans and marketing communication strategies. SSI’s extensive consumer
panel enables IRI to create granular insights in ways we couldn’t
otherwise. By leveraging IRI’s e-ShopperLink and MillenniaLink
segmentations with SSI’s panel, clients will have tremendous opportunity
to better understand and target these key segments as well as capture
growth within them.”
About the IRI Partner Ecosystem
IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders to create innovative joint solutions, services and
access to capabilities to help its clients more effectively compete in
their various markets and exceed their growth objectives. IRI is
committed to its partnership philosophy and continues to actively
enhance its ecosystem of partners through alliances, joint ventures,
acquisitions and affiliations. The IRI Partner Ecosystem includes such
companies as Adobe, The Boston Consulting Group, comScore, Experian,
GfK, Gigwalk, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint,
Millward Brown Digital, Mu Sigma, Oracle, Place IQ, Research Now, SPINS,
Univision and others.
About IRI
IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies to grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand, cloud-based technology platform, IRI helps
to guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events—a revolution in consumer buying, big data coming into
its own, advanced analytics and automated consumer activation—is leading
to a seismic shift in drivers of success in all industries. Ensure your
business can leverage data at www.iriworldwide.com.
Contacts
IRI
Shelley Hughes
E-mail: Shelley.Hughes@IRIworldwide.com
Phone:
+1 312.474.3675
