ABSTRACT
The basic premise underlying both the opportunity analysis and idea generation stages of new product development is that people have identified a gap in the market. Target marketing is only actionable when people have the ability to selectively and efficiently reach the target audience with marketing communications. Target market information is available through our own sales data if the new product category is one in which people have prior experience. Consumer targeting analyses from MRI allow marketers to specify and profile user segments, as well as identify variables that distinguish heavy, medium, and light users. A population subgroup with a purchasing index of over 100 is a group that purchases more than the average for the total population of a given commodity. Consumer behavior theory tells people that consumers develop beliefs about the characteristics and potential benefits of products through a combination of marketing communications, word-of-mouth, and actual usage experience.
