segmentation

  • we-are-open-again-sign-on-door

    COVID-19 segments: Where are they now?

    As we continue to weather this pandemic and watch the world slowly reopen around us, we’ve kept a close eye on how consumer attitudes and behaviors continue to shift.
  • collage of social media posts from that demonstrate financial fearfulness

    Segment 7: Financially fearful

    As a group with higher instances of part-time or self-employment, and a high likelihood of children in the household, this female-heavy segment is hanging on by a thread.
  • collage of social media posts from that demonstrate feelings of doom and gloom during COVID-19

    Segment 6: Doom and gloom

    This crowd is opting to stay in and cook ready-made meals rather than hitting up the local brunch spot on Sunday morning.
  • collage of social media posts from that demonstrate going at it alone during COVID-19

    Segment 5: Going it alone

    If life was tricky before, it is much harder now. This group tends towards single parents with limited activities and very real worries about financial instability.
  • collage of social media posts from that demonstrate feelings of "business as usual" during COVID-19

    Segment 2: Business as usual

    This group reports very few changes to daily life and are less concerned about the pandemic than other consumer groups.
  • collage of social media posts from that demonstrate feelings of being nonchalant during COVID-19

    Segment 1: Nonchalant

    Thus far, this segment has been the least impacted — they are not working from home and are not likely to have children staying in the house.