Ipsos Has Developed a New Psychographic Segmentation of Moms In Russia
Ipsos has created a new moms psychographic segmentation V2, which will help to understand modern moms with children up to 4 years. This new psychographic segmentation of moms V2 (Value & Values) is based on Baby Index research data.
The V2 segmentation reveals leading life motivation of moms, we use the approach of “segmentation from life, not from a product”. V2 – is marketing and research paradigm, which helps in selecting target segments, brand positioning and brand portfolio distribution by segments at highly competitive markets. Moms psychographic segmentation V2 has allocated eight segments of moms.
“The children's consumer goods market is facing stagnation, caused by the fall in real incomes and the growth of lean behaviour. Therefore, the majority of market players are revising marketing strategies, analysing their target audience and brand portfolio, searching for protected niches and possibilities to grow. New segmentation of moms V2 gives better understanding which segments are most valuable in terms of sales, which will remain loyal to the brand in crisis; provides in-depth understanding of the brand platform: whether key characteristics of the brand are relevant for the selected segments or not” – says Yulia Bychenko, Senior client service director and the head of children consumer goods market research.
V2 segmentation helps to develop marketing strategy – find insights for brand growth, focus on most valuable target segments, find most effective communication channels and partners for cross-selling or cross-promotion.
