NielsenIQ has partnered with the Natural Marketing Institute (NMI) to create custom segmentations for multicultural consumers to better understand their needs and wants. This partnership will enable the mapping of consumer-packaged goods (CPG) purchase data tracked by NielsenIQ onto NMI’s Whole Living Segmentation framework, giving retailers granular insights into these groups’ consumer habits. 

NMI’s segmentation methodology has been applied to three multicultural groups, including Asian American, Black American, and Hispanic American. These groups are then linked to six dimensions of wellness to better understand the key differences in behaviors among each group and how they approach their daily decisions. The Whole Living segmentation dimensions of lifetime wellness include social, physical, technological, financial, environmental, and purpose and meaning. 

“This partnership further accelerates our diversity program into significant business solutions and impactful client experiences,” said Kymberly Graham, Head of Diversity Initiatives for NielsenIQ. “Through this segmentation approach we will be able to tell the real story behind consumers’ daily decision making while purchasing CPG.”   

NielsenIQ will be able to help clients quantify CPG purchasing into various categories and brands, in addition to trial and repeat purchasing and brand switching patterns applicable to the 18 multicultural segments. Additionally, the data will also include retail channels and popular retailers—including key measures of shopping frequency and money spent per shopping trip. 

This multicultural segmentation of consumer data linkage also extends to NielsenIQ’s Spectra Behavior Scape framework that maps multicultural consumers’ TV viewing preferences, magazine readership, news subscription,s and purchase data based on area-wise retailer and store trade area. 

The report will be available to clients in the first quarter of 2022.