This presentation was delivered at the PMA Food Service Conference in Monterey, California, on July 25, 2015. It focused on psychographic segmentation and its application to health, wellness, nutrition and produce growers & sellers

1. It’s All About that BASE:
Meet Today’s Consumer
Unlocking Opportunities Through
Psychographic Insights
July 28, 2015

2. Psychographic
Segmentation

3. Segments and Segmentation

4. Why is it Important to Focus on
Specific Shopper Types?
The Pareto Rule holds across industries…
0.5% of customers comprise
25% of rental sales
6% of UK soda drinkers
account for 60% of cola sales
The top 15% of long distance callers
comprise ~60% of long distance calls
10% of a bank’s retail customers
equals about 90% of retail profits

5. Categories Shoppers Say Contribute to
Overall Health & Wellness
Products & Services
All Shoppers
(Extremely/Very Important)
Produce (fruits & vegetables) 79%
Prescription Medications 79%
Oral Care 78%
Pain/Fever 54%
Multivitamins 54%
Specific Vitamins 54%

6. The Selling Continuum:
Value Beyond the ProductNeed more skill and knowledge for difficult decisions
11
Showing
up List Features
Benefits
Conceptual
Consultative
Structural
Systemic
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5 6 7 8
SalesOutput
Level of Skill and Knowledge Required
Key Customer Selling
Persuasive
Selling
Format
Solution
Selling !
requires !
customer !
mapping

7. c2b Research Summary
United States, online sample of 4,878 and
4,039 individuals
National representative sample by age (18+),
sex, region, and race
Jan 2013 and Jan 2015
Health
Insurance
Provider -
Satisfaction,
Desired
Benefits
Health Care
Attitudes,
Nutrition,
Exercise,
Behaviors
Conditions
Experience,
Current
Medications,
OTC Attitudes
Health Care
Reform
Attitudes
Sources of
Health Care
Information
& Media
Demographics
Socioeconomics
Geography
51 Health
Conditions
including…
• Anxiety
• Diabetes
• Heart Disease
• Depression
• COPD
• Obesity
• Hypertension
Over 50 Million Data Points!

8. The c2b Psychographic Segments
Self
Achievers
(24%)
Balance
Seekers
(18%)
Priority
Jugglers
(18%)
Willful
Endurers
(27%)
Direction Takers
(13%)

9. Self Achievers (24%)
Self Achievers are the most proactive when it
comes to their wellness, investing what is
necessary toward their health and appearance.
Self Achievers may actually have health issues,
but they stay on top of them with regular medical
check-ups, health screenings, and research.
Self Achievers are task oriented, and will tackle a
challenge if they are given measurable goals.

10. Balance Seekers (18%)
Balance Seekers are generally proactive in
their health and wellness-oriented. Balance
Seekers are open to many ideas, sources of
information, and treatment options when it
comes to their healthcare.
However, Balance Seekers themselves –
not healthcare professionals -- define what
success looks like in their health. Physicians
and other healthcare professionals are useful
resources, but not the only resources, for
leading a healthy life.

11. Priority Jugglers (18%)
Priority Jugglers are very busy with
many responsibilities. Because of all
these responsibilities, Priority Jugglers
may not take the time to invest in their
own wellbeing and are reactive when it
comes to health issues.
However, Priority Jugglers are very
proactive when it comes to their family’s
health and will make sure their loved
ones receive the care they need.

12. Direction Takers (13%)
Direction Takers believe their physician is
the most credible resource for their
healthcare needs. Direction Takers look to
their physician and other healthcare
professionals for direction and guidance
because of their expertise and credentials.
Direction Takers are more likely to go to the
doctor at the first sign of health concerns.
However, Direction Takers may not always
follow a physician’s advice – not because
they disagree with his/her recommendations,
but because it is often difficult to work these
recommendations into their routine.

13. Willful Endurers (27%)
Willful Endurers live in the “here and
now” and believe there are more
important things to focus on than
improving their health for the future.
Willful Endurers are not necessarily
unhealthy, but they do what they like,
when they like, and do not change their
habits. They are self-reliant and can
withstand anything life throws at them,
going to the doctor only when they
absolutely must.

14. 30%
61%
85%
24%
32%
55%
17%
37%
61%
48%
66%
89%
29%
32%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I'll spend whatever it takes to be healthy
I am already healthy, but I take steps to
be even better
I actively take steps to prevent illness
Direction Takers
Self Achievers
Priority Jugglers
Willful Endurers
Balance Seekers
Self Achievers are the most proactive and wellness oriented
Proactive Health Attitudes and Behaviors (Strongly Agree/Agree)

15. 6%
13%
17%
32%
36%
46%
18%
22%
34%
7%
10%
14%
18%
29%
34%
0% 10% 20% 30% 40% 50%
I have an unhealthy lifestyle, I just can't
change my habits
I consider myself a "couch potato"
I know what I should be doingto be healthy,
but I don't make my health a priority
Direction Takers
Self Achievers
Priority Jugglers
Willful Endurers
Balance Seekers
Willful Endurers are the least engaged, deprioritizing heath and wellness
Disengaged Health Attitudes and Behaviors (Strongly Agree/Agree)

16. Communica*on
Preferences
Vary
by
Segment
• Highly receptive to health
information
• Most likely to interact with
health insurance company
online
Self Achievers
• Highly receptive to health
information
• Most likely to visit health
websites
Balance Seekers
• Lower levels of involvement
and awareness v. other
segments
• Doctor is desired source for
information – higher desire to
get information than currently
gets from doctor
Direction Takers
• Generally not engaged in
getting health care information
for themself
• Family/peer influence strong
Priority Jugglers
• Generally least engaged for
health related information –
hardest to reach
• Peer influence strongest
Willful Endurers

17. Segment Distribution Differs by Target Audience
0%
5%
10%
15%
20%
25%
30%
35%
40%
Self Achiever Balance Seeker Direction Taker Priority Juggler Willful Endurer
GenPop 18-24 Hispanic

18. The Role of Produce Varies by
Psychographic Segment

19. Produce is a Key to Prevention
0%# 25%# 50%# 75%# 100%#
Total#
Self#Achievers#
Balance#Seekers#
Direc;on#Takers#
Priority#Jugglers#
Willful#Endurers#
Ea;ng#fresh#produce#helps#reduce#the#risk#of#disease#

20. 0%# 20%# 40%# 60%#
Total#
Self#Achievers#
Balance#Seekers#
Direc:on#Takers#
Priority#Jugglers#
Willful#Endurers#
I#prefer#organic#produce#
Organic is Clearly Prioritized by Balance Seekers

21. For Some, Produce is Worth the Investment…
0%# 25%# 50%# 75%# 100%#
Total#
Self#Achievers#
Balance#Seekers#
Direc;on#Takers#
Priority#Jugglers#
Willful#Endurers#
Ea;ng#fresh#produce#is#worth#the#extra#cost#

22. …While For Others Cost is a Barrier
0%# 20%# 40%# 60%#
Total#
Self#Achievers#
Balance#Seekers#
Direc:on#Takers#
Priority#Jugglers#
Willful#Endurers#
Fresh#produce#can#be#too#expensive#to#fit#into#my#budget#

23. Information and Context Can Be Important!
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%#
Total#
Self#Achievers#
Balance#Seekers#
Direc@on#Takers#
Priority#Jugglers#
Willful#Endurers#
I#want#to#know#where#food#comes#from#

24. 0%# 10%# 20%# 30%# 40%#
Total#
Self#Achievers#
Balance#Seekers#
Direc;on#Takers#
Priority#Jugglers#
Willful#Endurers#
I#would#prefer#home#delivery#for#produce##
over#having#to#buy#it#at#the#grocery#store#
Willful Endurers are a Target for Home Delivery

25. Thank you!
Brent Walker
EVP & Chief Marketing Officer
brent@c2bsolutions.com
www.c2bsolutions.com
1-844-222-c2b-data