STI: Landscape
Analyze Consumers' "Attitudes" to Sharpen Your Market Research
Do your customers exercise regularly? Are they politically active? Do they eat
the recommended daily number of fruit and vegetables? Are they gay?
Why should the answers to consumer lifestyle questions like these matter to your
business? Because today's retail marketplace is increasingly challenging and
competitive - and any information that strengthens your market research will
sharpen your decision-making, increase your successes, lower your risks, and
boost your profitability. All of these advantages are precisely what STI:
Landscape brings to retailers' market research activities.
A New View of Consumers - their "Attitudes"
For decades, retailers have used socio-economic-based market segmentation tools
to identify "who" their customers are demographically and "where" they live
geographically. While this information remains critical to site selection and
other strategic consumer-focused business decisions, new business challenges and
pressures have sent retailers like you in search of even more precise consumer
measurement tools.
Along with the general socio-economic attributes, each household also has a set
of attitudes that significantly influence its residents' buying habits. For
example, one household may be the first to purchase new technology, while
another may wait years to adopt. STI: Landscape identifies these "attitudinal"
factors, which influence consumers' purchasing decisions - including everything
from their physical activity levels to their propensity to support a political
candidate. In this way, STI: Landscape brings a uniquely human element to
traditional market segmentation research.
STI: Landscape in Action
A simple example of the added value that STI: Landscape brings to retailers'
consumer research would be to compare two families: both wealthy, with 2.5
children, living in large homes in highly urban areas, and having
heads-of-the-households in their mid-40s. Demographically speaking, the two
households appear to be the same. However, when lifestyle attitudinal indices
are introduced, we find that their attitudes - and therefore their purchasing
habits - are very different.
For example, one family consistently voted for conservative candidates, while
the other consistently voted along liberal lines. As a result, one household
may buy Ralph Lauren Purple Label™ and the other Versace™ - both products with
high price points, but very different products from an attitudinal perspective.
It's subtle lifestyle differences like these that can help retailers like you
make smarter business decisions.
The Synergos Technologies Solution
To create STI: Landscape - and achieve this improved level of market
segmentation - Synergos Technologies augmented traditional economic and
demographic segmentation processes with several unique non-demographic consumer
lifestyle indices from organization such as the Centers for Disease Control and
Prevention (CDC) and the Federal Elections Committee (FEC). Synergos
Technologies also developed a unique methodology to create this new "lifestyles
with attitude" market segmentation system - one that hones consumer group
targeting to the most insightful science ever available.
When you add STI: Landscape to your market research capabilities, can select
from 10 independent, mutually exclusive social and health lifestyle indices.
The social indices include: Conservatism, Power Broker, Technology Pioneers,
Gay Views, and Urbanicity. The health indices include: General Health, Body
Mass Index, Veggie, Smoker Signals, and Activity Level.
Gain the STI: Landscape Advantage - Today
Today retailers using STI: Landscape are enjoying much more accurate consumer
targeting than ever before - and, as a result, they are gaining a competitive
advantage in today's fast-growing markets. Now, you can also enjoy more precise
views of your consumers' purchasing propensities with STI: Landscape - today's
only "lifestyle with attitude" market segmentation system.
