The Bensimon Byrne Consumerology Report – January 2011
(presenting a new and unique consumer segmentation model for the Canadian market)This is an archive listing of a past ASC event.
Advertising Standards Canada is pleased to bring the latest Bensimon Byrne Consumerology Report to Advertising Week 2011.
Join us as keynote speakers Jack Bensimon and David Herle release the Bensimon Byrne Consumerology Report – January 2011. The Consumerology Report is a quarterly survey commissioned by Bensimon Byrne, and conducted by the Gandalf Group. These important Canadian studies track consumer opinions about the economy, personal financial expectations, consumer buying intention and attitudes toward key national issues.
This study presents a new and unique consumer segmentation model for the Canadian market. A wide range of marketers and agencies will find immediate applicability of the model to their own categories and strategic planning needs.
To be useful for marketing purposes, a segmentation model must reveal an understanding of Canadians based on dimensions that relate to their consumption choices. This study utilizes two dimensions to create useful consumer segments: First, the study explores how individuals differ in their life goals. And, second, how they relate to the economy; with specific attention to personal spending behaviour and financial security.
Using these two dimensions the findings establish three distinct post-recession segments of Canadian consumers. Importantly, each segment has the critical mass to be useful for marketing purposes.
Further exploration was done to determine whether these distinct segments differ in life activities and pursuits, spending habits, preferences for attributes of products, preferences for retail attributes, consumption across product categories, and media usage. And, in fact, they do.