STI: LandScape

Analyze Consumers' "Attitudes" to Sharpen Your Market Research

Do your customers exercise regularly? Are they politically active? Do they eat the recommended daily number of fruit and vegetables? Are they gay?

Why should the answers to consumer lifestyle questions like these matter to your business? Because today's retail marketplace is increasingly challenging and competitive - and any information that strengthens your market research will sharpen your decision-making, increase your successes, lower your risks, and boost your profitability. All of these advantages are precisely what STI: LandScape brings to retailers' market research activities.

A New View of Consumers - their "Attitudes"

For decades, retailers have used socio-economic-based market segmentation tools to identify "who" their customers are demographically and "where" they live geographically. While this information remains critical to site selection and other strategic consumer-focused business decisions, new business challenges and pressures have sent companies in search of even more precise consumer measurement tools.

Along with the general socio-economic attributes, each household also has a set of attitudes that significantly influence its residents' buying habits. For example, one household may be the first to purchase new technology, while another may wait years to adopt. STI: LandScape identifies these "attitudinal" factors, which influence consumers' purchasing decisions - including everything from their physical activity levels to their propensity to support a political candidate. In this way, STI: LandScape brings a uniquely human element to traditional market segmentation research.

STI: LandScape in Action

A simple example of the added value that STI: LandScape brings to retailers' consumer research would be to compare two families: both wealthy, with 2.5 children, living in large homes in highly urban areas, and having heads-of-the-households in their mid-40s. Demographically speaking, the two households appear to be the same. However, when lifestyle attitudinal indices are introduced, we find that their attitudes - and therefore their purchasing habits - are very different.

For example, one family consistently voted for conservative candidates, while the other consistently voted along liberal lines. As a result, one household may buy Ralph Lauren Purple Label® and the other Versace® - both products with high price points, but very different products from an attitudinal perspective. It's subtle lifestyle differences like these that can help retailers like you make smarter business decisions.

The Synergos Technologies Solution

To create STI: LandScape - and achieve this improved level of market segmentation - Synergos Technologies augmented traditional economic and demographic segmentation processes with several unique non-demographic consumer lifestyle indices from organization such as the Centers for Disease Control and Prevention (CDC) and the Federal Elections Committee (FEC). Synergos Technologies also developed a unique methodology to create this new "lifestyles with attitude" market segmentation system - one that hones consumer group targeting to the most insightful science ever available.

When you add STI: LandScape to your market research capabilities, you can select from 15 independent, mutually exclusive social, crime and health lifestyle indices. The social indices include: Conservatism, Power Broker, Technology Pioneers, Gay Views, and Urbanicity. The crime indices include: Robbery, Assault, Theft, Burglary, and Auto Theft. The health indices include: General Health, Body Mass Index, Veggie, Smoker Signals, and Activity Level.

Gain the STI: LandScape Advantage - Today

Today companies using STI: LandScape are enjoying much more accurate consumer targeting than ever before - and, as a result, they are gaining a competitive advantage in today's fast-growing markets. Now, you can also enjoy more precise views of your consumers' purchasing propensities with STI: LandScape - today's only "lifestyle with attitude" market segmentation system.

STI: Events