Targeting consumers for new brands

Jim Miller

This paper discusses a technique that combines consumer survey data with learning about in-market purchasing dynamics in order to predict sales volume potential for a new product at the individual consumer level.

Targeting Consumers For New Brands

Identifying and intelligently targeting high potential buyers

Jim MillerACNielsen BASES

Introduction

For new product introductions, the mass-marketing approach that was successful in the past has been replaced by a greater emphasis on targeting consumers through micro-marketing or one-to-one marketing. While this fundamental shift has the potential to deliver greater effectiveness and return on marketing investment, it will require new marketing research tools and new ways of thinking about survey data.

Historically, identifying the highest potential target consumers for a new brand prior to its launch has been difficult, and has relied on in-market surrogate...

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