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Santiago Solutions Group, GfK MRI Partner for Marketing Initiative [Professional Services Close - Up](Professional Services Close - Up Via Acquire Media NewsEdge) As mainstream US consumers increasingly embrace the notion of healthy living, GfK MRI and Santiago Solutions Group said they are partnering to help marketers make the most of this trend, allowing them to target customers according to their wellness-related attitudes and behaviors. According to a company release, powered by GfK MRI's consumer insights, SSG Wellness Spectrum uses a variety of factors to assign a wellness score to each of 150,000 consumers (from 2012 to 2014) in the GfK MRI database, which is projectable to all adults in the US. The SSG Wellness Scores can be aggregated by dozens of characteristics for planning - including brand, sub-category, class of trade, influencer level, buying style, and generation/ethnicity/ race segments. The scores can also be applied in go-to-market efforts to enrich internal client databases or targetable email/ mobile prospect lists through third-party vendors. "In the US, wellness is no longer just about organic food and yoga," said Susan Nunez, VP of Advertiser Sales for GfK MRI. "Consumers from almost every lifestyle and demographic are trying to eat better and make other healthy lifestyle changes - even though they may have fast food and ice cream at other times. Wellness Spectrum helps marketers understand these complex attitudes and behaviors, creating products and campaigns that speak to consumers' desire to do better for themselves." "In the new health-driven marketplace, simply labeling a product extension as 'natural' or targeting every brand in your portfolio at the most health-driven consumers is not a viable strategy," said Carlos Santiago, President and Chief Strategist of Santiago Solutions Group. "We modeled GfK MRI's rich consumer data to distill insights that help marketers understand the needs of their current customers and see where wellness opportunities still lie. Wellness Spectrum provides the guidance brands need to market to today's health-minded consumers more effectively." More information and complete details: is.gd/WellnessSpectrum www.gfk.com/us ((Comments on this story may be sent to [email protected])) (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. [ Back To TMCnet.com's Homepage ] |