NielsenIQ Collaboration Whole Living

NielsenIQ - Natural Marketing Institute


With the Institute's Whole Living Multicultural Segmentation

Now Available... The Institute's Whole Living Multicultural Segmentation Model Delivering full spectrum insights 

The NielsenIQ Company has partnered with Natural Marketing Institute to provide in-depth insights into consumer purchasing as it relates to Whole Living attitudes and behavior, by overlaying actual purchase data onto the Institute's Whole Living Segmentation framework.

As multicultural consumers search for satisfaction, happiness and balance in their lives, it is important to understand that dynamic process. Each multicultural groups is not a monolith; key differences in behaviors among each group determine their approach to the  decisions they make daily.

The Whole Living segmentation methodology has been applied to 3 multicultural groups. These 18 segments provide insights into the interconnectedness of several factors that define each group more granularly . As a result, businesses can make informed decisions and size opportunities using an authentic approach.

Segmenting Consumers

The Whole Living Consumer Study is based on the ongoing process of becoming aware of and making choices toward a healthy and fulfilling life.  Wellness is more than being free from illness.  It is a dynamic process of change and growth – an interconnected state of complete physical, mental, and social well-being – not  merely the absence of health issues or medical conditions.

The construct for the study is based on 6 Dimensions of Wellness and the symbiotic relationship of emotional, physical, technological, financial, environmental, and social health.  In essence, as consumers become more aware that their health is dependent on the health of all dimensions, they will be prepared for their lifelong journey in pursuit of satisfaction, happiness and balance.

The 6 Dimensions of Whole Living: Redefining Health & Wellness

The 6 Dimensions of Wellness and the opportunities which exist around them are as follows:

Financial: Concern over one’s financial future is having detrimental effects across a broad spectrum of health issues, identifying opportunities for assistance tools

Social: As consumers travel a wellness path, they become more aware of their importance in society, as well as the impact they have on multiple connection points

Physical: The physical benefits of looking good and feeling good, most often lead to the psychological benefits of enhanced self-esteem, self-control, determination, and a sense of direction

Technological: The more a consumer understands about their personal health, the more empowered they will be to improve upon it, and technology amplifies their understanding

Environmental: Consumers across all generations are embracing environmental responsibility and sustainability and making the connection between planetary and personal health

Purpose & Meaning:  Managing their life in personally rewarding ways and taking responsibility for their actions will help consumers to see life as an exciting, mindful, and hopeful adventure

Scoring NielsenIQ Homescan to the Institute's Whole Living Multicultural Segmentation

Homescan panelists are now scored into the six Whole Living Institute segments.

This segmentation allows you to quantify the segments on actual purchase behavior such as:

  • Category and brands purchased including trial and repeat purchasing and brand switching patterns
  • Retail channels and retailers shopped including key measures of shopping frequency and basket ring

The linkage also includes NielsenIQ Spectra Behavior Scape framework, which enables more precise consumer targeting based on retailer/store trade area profiles,TV viewing preferences, magazine readership and newspaper/FSI form subscription.

The Whole Living Segments can now be accessed beyond the Homescan suite of products via integration through SLMS.

Contact us for more information.