Identifying new segments
How can the Imprint Analysis help identify new segments?
Imprint Analysis is a process based on reality; contradictions and all. We don’t accommodate consumers’ contradictions to fit in with existing intellectual models. Our systematic approach to determine the real needs of the markets often leads to provocative findings. Consider the trend for health eating. In the 90s, many ‘pleasure food’ companies were concerned with this trend. As people became health conscious, would companies have to change their brands? Our project for a global food company revealed an interesting polarity in the concept of healthy eating. We identified a new segment of consumers. From Monday to Friday these consumers wanted products that were ‘0’ fat. As compensation, however, on Friday night consumers craved super fat products. This new segment became very important for our clients. As a result, new forms of communication were created and a new super fat product, which became a mega brand, was developed.