Mercator Advisory Group’s latest Primary Data report, Looking at Buyers through the Lens of Segmentation is based on the company’s 2020 Buyer PaymentsInsights Survey. The online survey of 3,002 U.S. adult consumers, which was conducted in February 2020, explores consumers’ experiences as they shop in-store, online, and via mixed channels. The survey was designed with the goal of defining and highlighting consumer expectations for optimal experiences with merchants.
This third report of three on the survey’s findings explores how using segmentation techniques can help companies refine their strategies by placing a focus on likely buyers or users. These segmentation approaches are designed to demonstrate different methods for dividing the population into targeted, preferred groups of buyers. The report looks at the increasing popularity of in-store ATMs.
Peter Reville, Director, Primary Research Services, Mercator Advisory Group, the author of this report comments, “Segmentation is not a new tool in a strategist’s tool kit, but we wanted to show examples of how it can be a powerful tool in understanding the American consumer. One segmentation lens we use is attitudinal – looking at how survey participants feel about technology in their lives. The second is more behavioral, and groups shoppers by how they use cash in their day-to-day shopping. ”