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YouGov Shopper Segmentation

Know your shoppers. Grow your sales. Connect with shoppers in ways that really matter to them by identifying distinct shopper types. Segment your audience by how they shop and who they are, so you can tailor shopper strategies and identify growth opportunities.

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Divide and conquer

Get the full picture with segmentation built on YouGov's extensive consumer panel – powered by demographics, shopping behavior, and attitudinal data, including insights on why they buy.

Create unbiased, evidence-based groupings that reflect how shoppers truly act, not just how we think they act. YouGov’s data-defined shopper segments are built using advanced statistical clustering techniques.

The ultimate benefit? Precise segmentation, resonant messaging, and focused strategies that spark engagement and unlock growth across products, promotions, and touchpoints.

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Get segment savvy

Create rich, actionable shopper segments by combining what people buy, how they think and who they are.

  • Get the real story

Understand long-term shopper motives with verified purchase receipt and recorded attitude data.

  • Segmentation analysis

Group shoppers into clear segments based on real behaviour, needs, and preferences.

  • Insight generation

Analyze past behavior, understand the present, and track where they’re headed with defining traits, habits and motivations

You’ll know exactly which shopper groups are the highest value, and how to confidently win them over.

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Know them to grow them

From category lovers and eco warriors, to health-conscious and trend shoppers, segmentation is all about really understanding who your shoppers are and where the biggest opportunities lie. With accurate data and clear growth priorities, you can:

  • Identify performance and potential

See which segments you're winning with, which have untapped potential, and where to reduce efforts.

  • Enhance engagement

Keep shoppers hooked by making their experience feel ultra-personal and relevant.

  • Tailor your strategy

Fine-tune everything from your assortment, distribution, pricing, and promotions to align with the needs and values of each segment.

  • Drive smarter decisions

Turn insights into action with a clear view of your market and shoppers, maximizing impact across the path to purchase.

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Shopper Segmentation: turn shopper insights into sales

Advanced audience segmentation

With purchase and attitude data to uncover shopper segments and gain a deep understanding of behavior and needs

Actionable growth opportunities

Strategic targeting recommendations, grounded in real data to detect and quantify potential.

Detailed intelligence for FMCG brands

Develop a deep understanding of shopper behavior and needs.

YouGov Shopper Segmentation case studies

Explore how leading brands have used YouGov Shopper Segmentation to identify the core drivers for shopper engagement.

Unilever

"Working with YouGov feels like a genuine partnership. Our YouGov team takes ownership in the success of our product launches, sharing excitement when they see our new products go live. They go above and beyond by providing valuable customer insights that help us optimize our product launches."

Willeke Brokking, CMI Lead Home Care, Unilever

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Whatever your research needs, YouGov can help

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