Attitudes about health and exercise change quickly. So to stay competitive, companies who manufacture and market nutritional supplements must constantly monitor what consumers are thinking. A science-based nutrition company with several unique brands came to MSI for help. Its consumer research was outdated, so it needed current insights in order to hone product development, marketing, and communication strategies that could keep pace with market trends and fickle consumers.

MSI developed a statistical model that identified and described the client’s key categories of current and potential customers. These profiles were derived from quantitative segmentation research, based on more than 1,000 telephone interviews designed to understand attitudinal, motivational, and behavioral characteristics related to fitness and nutrition.

Our segmentation work prioritized the market opportunity that each group represented and recommended appropriate strategies and tactics to reach those with the greatest potential.