Segmentation made actionable by
BASES and Spectra
Successfully commercializing innovative new products is
tricky. Beyond getting the strategy, positioning, and
product delivery right, you need to be sure
that your marketing investment is directed in
the most efficient way. Which consumers are
really your “prime prospects?” How can you
reach them and where do they shop? Once you figure this out,
what should you be saying to them?
BASES/Spectra introProfiler, designed specifically
for new products, brings the industry’s
leading systems for new product forecasting
and consumer targeting into a single
leading-edge capability. We help you identify and describe
your demographic and behavioral target and develop
actionable media, trade, and consumer promotion
programs by focusing on your best prospects.
By combining the new product consumer
understanding from BASES with the extensive
consumer profiles and targeting capabilities from
Spectra, you can execute your new product marketing
plans with unbeatable efficiency.
Linking BASES and Spectra together
The first step in introProfiler is to decompose the BASES
volume estimate into a household-level view, using
Spectra’s 15-cell BehaviorScape framework.
BASES uses its extensive knowledge of consumer
response tendencies and calibration to
purchase panel results from over 2,000 consumer products
to develop volume potential indices for each cell of
consumers. Using this framework and a knowledge of
your brand’s strategies, BASES and Spectra
consult with you on a target recommendation.
We then use Spectra’s vast databases of
consumer behaviors and attitudes and the target’s response
within the BASES study to answer:
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Which broadcast programming should we prioritize?
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Which accounts should we prioritize for
merchandising?
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Are there opportunities for cross-promotion in
your portfolio?
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Which messages are key to the copy strategy?
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What makes your initiative memorable for your
target audience?
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How can you balance price and positioning to
attract the target consumer?
Ideally suited for true innovation
BASES/Spectra introProfiler will be especially valuable
when your innovation strategy depends on attracting
new consumers to your portfolio. So, whether
it’s an entirely new brand or a new sub-brand
with added features and benefits, you can
develop a targeted strategy and execute with
confidence. In addition, any new product initiative that is
planned to receive incremental marketing support
could benefit from the insights developed with
introProfiler.
BASES/Spectra introProfiler is available on all BASES
I and BASES II studies in the United States.
