Mom segmentation 5 10-pdf

SEGMENTATION APPROACH

• The purpose of this study was understand the key drivers of difference in how moms manage their lives, their households, and interact with the world around them.

• Values are better predictors of future behavior than demographics, and provide richer insights into how moms make decisions and lead their lives.

• Based on MRI Doublebase 2010, respondent level data with an overall sample of 9214 moms: “women with children under 18 living in the household.”

• A 4 cluster solution was derived from over 700 attitudinal variables.

• Yields an actionable framework for marketers to understand, connect with, and deliver value to each segment.

Tuesday, May 10, 2011

MOM ARCHETYPES

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Group BelongingSelf-Knowledge

Order*Based on archetypes by Carl Jung and further work by Dr. Carol Pearson

44 MM Moms

MRI Doublebase 2010

n=9214


MOM ARCHETYPES

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OrderMRI Doublebase 2010


MOM ARCHETYPES

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Order

High Profilers

20%

MRI Doublebase 2010


MOM ARCHETYPES

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Order

Cornerstones21%

MRI Doublebase 2010


MOM ARCHETYPES

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Order

Task Masters

33%

MRI Doublebase 2010


MOM ARCHETYPES

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Order

Renaissance Moms

27%

MRI Doublebase 2010


DEMOGRAPHICS TELL ONLY SOME OF THE STORY

High Profilers

Cornerstones

Renaissance Moms

Task Masters

med age: 3659K HHI

18% Stay-at-Home39% Caucasian23% Hispanic32% African American

med age: 3993K HHI


med age: 3989K HHI


med age: 3973K HHI

23% Stay-at-Home80% Caucasian13% Hispanic 9% African American

MRI Doublebase 2010


Prepared by The Martin Agency, 2011

QUICK DEMOS36 median age59K median HHI

43% sole parent63% employed49% employed full-time18% stay-at-home

39% Caucasian23% Hispanic32% African American

High-Profilers 8.7 MM (20%)

Extremely social and driven by how others perceive her, she wants to look the part and always be in the know.Kids: She is determined to provide her kids with the latest and greatest products and experiences because it makes her feel confident that they’re being well-prepared to succeed in life.

Home: Family and friends hang out in the den, where fun décor and games like Wii and Guitar Hero intersect to create a lively atmosphere that’s enjoyed by everyone.

Dream: Making it to the top of her profession would be the ultimate. She craves that tangible admiration because she believes it validates her success in ways that can feel impossible to do on her own.

Media: At the end of the day, there’s no better way to treat herself than flipping on the TV for the latest style news, a feel-good movie, or a good laugh. If she’s sitting down, she’s almost guaranteed to have a magazine in her hands - whether finding out how to create 100 outfits for under $100 or reading up on the latest parenting advice.

Guilty Pleasure: Credit cards. MRI Doublebase 2010

n=1842



MEDIAHigh Consumption

TVStyle Oxygen Lifetime TNT BET MTVSouth Park

MagazinesVogue Cosmopolitan Essence Discover Parents Scholastic Parent & Child

OnlineCareerbuilderShopping.com

RadioRhythmicUrban

MRI Doublebase 2010

n=1842

SHOPPING MOBILE

High-Profilers 8.7 MM (20%)






Cornerstones8.7 MM (20%)

MRI Doublebase 2010

n=1843

The true backbone of her family, she prides herself as being the ultimate source of strength that bonds her loved-ones together.Kids: Expressing incredible amounts of intangible, unconditional love and support towards her kids is more than just a way to make them feel safe and secure — it builds their confidence and self-esteem.

Home: The most social place in her house is the dinner table, where she brings family together every night for physical and emotional nourishment.

Dream: She would give anything to have some way of knowing that after her kids grow up, they’ll live close to home. Certainly not in another time zone.

Media: On the weekends, she looks forward to catching family-friendly movies on TV that everyone wants to watch. Upbeat music she can sing a long to in the car lifts her spirits throughout the day and provides a positive vibe for her kids.

Guilty Pleasure: Manicures and pedicures - not because of how the polish looks, but how good it feels to get them.



MEDIA Medium Consumption

TVABC Family Channel A&E Animal Planet Hallmark Channel TLC

MagazinesFamily Circle Good Housekeeping Woman’s Day

OnlineFoxNews

RadioCountryOldiesReligious

Cornerstones8.7 MM (20%)

SHOPPING MOBILE

MRI Doublebase 2010

n=1843






Renaissance Moms 12MM (27%)

Curiosity fuels her desire to explore the world and experience everything she can. Every day, she strives to learn something new and do something different. Kids: She is always going out of her way to provide her kids with fun and creative experiences that not only make for a great time, but also teach life lessons.

Home: The kitchen is the heart of her home, the place where everyone comes to hang out (family, neighbors, friends, dogs, etc.), munch on the snacks she’s just whipped up for fun, and enjoy each other’s presence.

Dream: A dream would be knowing that she and her family could go on an adventure together, to somewhere they’ve never been before, every year, no matter what.

Media: Whether she’s watching the funny YouTube video her friend sent, or flipping through Real Simple for inspiration on everything from easy workouts to easy home updates, she looks to media as a way to treat herself and unwind.

Guilty Pleasure: World Market for eclectic throw pillows, a fun new game, vintage maps, a tasty bottle of olive oil, a new umbrella for the backyard, etc., etc., etc.

MRI Doublebase 2010

n=2488



MEDIAMedium ConsumptionTVFood Network/HGTV Bravo/E! Discovery Channel National Geographic Channel ESPN/CNN

MagazinesBetter Homes & Gardens Cooking Light Everyday with Rachel Ray Glamour InStyle Martha Stewart Living Oprah Magazine Real Simple

OnlineWebMD/AmazonYouTube/IMBd

RadioAlternative /News

Renaissance Moms 12MM (27%)

SHOPPING MOBILE

MRI Doublebase 2010

n=2488






Task-Masters (33%)14.4 MM (33%)

She takes an orderly and controlled approach to everything she does, and measures the success of each day by the number of things she’s been able to cross off her list.Kids: One of the most valuable traits she seeks to nurture within her kids is a sense of individualism and self-reliance. She wants them to always be able to trust their voice from within, no matter what’s going on around them.

Home: Despite how her family feels about it, the purpose of organization and routine is not meant to torture – it’s meant to help everyone be taken care of, prepared, and where they need to be, when they need to be there.

Dream: To know how to be better at relaxing and letting things go (big and small) – both for herself and her family.

Media: She feels much better scooting around town, trying to shrink her to-do list, than surfing the Internet or watching TV. When she’s in the car, NPR is her go-to radio station....she loves to make the most out of her driving time and learn on the go by listening to current events and educational programs.

Guilty Pleasure: Wine.MRI Doublebase 2010

n=3041



MEDIALow Consumption

TVCNN/MSNBCGolf

MagazinesShape/Food & WineFortune/In StyleNew YorkerWine SpectatorArchitectural Digest

OnlineFacebookCNN/NYTExpedia

RadioPublic/News

Task-Masters14.4 MM (33%)

SHOPPING MOBILE

MRI Doublebase 2010

n=3041


Mom segmentation 5 10-pdf

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