What it is

How well do you really know your consumers?

The MONITOR Connect service enables you to add questions into one or more of our MONITOR surveys, thereby allowing you to cut and organize the data by the consumer groups and target segments most important and meaningful to your organization. MONITOR Connect offers you a way to personalize the way MONITOR insights, foresights and trends are packaged and delivered in presentations, consulting projects and data tabulations.

A simple three-step process enables you to customize MONITOR to meet your company’s specific needs and delivers actionable results that can easily be embedded into your organization, into your strategic planning and into your marketing initiatives.

Key Benefits

  • Personalize the way MONITOR insights, foresights and trends are packaged and delivered
  • View marketplace trends and MONITOR insights organized by the consumer segments or groups that matter the most to your business
  • Gain a broader perspective on the results of your own research
  • Refresh and enhance your existing customer segmentation
  • Identify and unlock new sources of growth

“We have several one-dimensional databases that tell us what our viewers do and buy, but MONITOR Connect is the reliable source for understanding what our viewers think and feel. It has become an indispensable tool for insight on our viewers.” JULIE LINK
Director of Research, Consumer Insights
Scripps Network

“Executing the study and receiving the tabs was fast, simple, and straightforward. A great value for the large sample size, and depth of profiling.”
DAVID SHELUGA
Director Consumer Insights | Marketing
Ardent Mills

 


 

How it works


 

Case Study: Custom Crosstabs Relational Database

media communications

Client: Media and Communications

Central Question

How do we get beyond category-level insights into our consumers?

Approach

  • We integrated client’s proprietary viewership questions into the main U.S. MONITOR survey to identify their viewers
  • Cross-tabulated the viewership data with all of the other data in the U.S. MONITOR survey to understand attitudinal, behavioral and lifestyle nuances of their target
  • Showed where the client’s viewers are similar to and different from the total population and identified the most relevant consumer story themes for a strategic focus

Impact

The client used the findings to build profiles of their target consumers (beyond category users) as real, thinking, feeling people


 

Case Study: Target Consumer Profile—Deepening Segmentation Value

consumer packaged goods

Client: Consumer Packaged Goods

Central Question

We want to get a better understanding of a small but critical consumer segment to help drive product development and to differentiate our company from others in the category

Approach

  • Integrate the client’s proprietary short form into the main U.S. MONITOR survey to identify their target segments
  • Cross-tabulate the client’s segmentation data with all of the other data in the MONITOR survey to understand attitudinal, behavioral and lifestyle nuances of the target as well as self-reported media habits and choices
  • Develop a comprehensive profile of the target segment to complement current category knowledge about segmentation

Impact

The process validated the client’s understanding of this important consumer segment and strengthened their commitment to increasing the use of organic ingredients in their products


 

Case Study: Target Consumer— measuring the value

beverage manufacturer

Client: Global Beverage Manufacturer

Central Question

Is our target consumer actually using our product?

Approach

  • Identified an aspirational target segment within the Global MONITOR database, leading to quantitative profiling and qualitative ethnographies to fully understand their attitudes and values
  • Despite this rich understanding of the core target, little was known about their affinity towards brands and about their consumption habits
  • The client embedded proprietary consumption questions into the Global MONITOR survey in order to quantify the value of their target consumer

Impact

  • The client was able to accurately size the potential of their target in each of the 22 countries where Global MONITOR is fielded for a fraction of the cost of a custom global segmentation engagement
  • This also created an opportunity to adjust and redefine their target, thereby identifying a more valuable consumer segment

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