Customized Marketing Research —
Defining the Consumer Landscape.

The consumer landscape is a dynamic environment – change can occur quickly and is continual. What was once considered a "necessity" may now be considered a "luxury" or, even possibly "unnecessary." As people re-assess their wants and needs, brands must rethink how they present themselves to consumers.

With that in mind, it has never before been so critical to know how to target any marketing to those consumers with the greatest potential to produce real economic results.

Impact Consumer Research excels in informing our clients' target market strategies. We have fashioned an integrated segmentation approach that continues to prove effective in shaping impactful targeting decisions.

At its core, the promise of Impact's Segmentation approach is to provide our clients with targetable groups of people that are meaningfully different in terms of needs and/or other characteristics that drive their purchase or usage behavior.

Summarized, it looks like this:

• A holistic view of the marketplace
• Individual consumer segments evaluated for their relative financial contributions and upside opportunity
• Identification of what to deliver to each differentiated segment to win over this target group
• A typing tool that clients say is the "easiest to understand and apply" and extremely accurate in terms of segmenting consumers