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Shopping Local Top of Mind For Saskatchewan Residents This Year The 2022 Saskatchewan Holiday Outlook Report has all the up-to-date facts about the holiday retail experience in Saskatchewan. What’s more, it is deep in context, containing Saskatchewan holiday shopping intelligence important for local Saskatchewan businesses. Learn how much each demographic will spend during the 2022 holiday shopping season and how many Saskatchewan residents expect to buy gifts.  Learn which proportions of residents expect to do their holiday shopping online in 2022. More than that, you can discover how much residents expect to spend this year, what means of payment they will be using and how that compares to their holiday spending in previous years. Understand how discounts affect expected holiday shopping behaviour… and much more! Read on!   *** Research Details A total of 802 randomly selected SaskWatch Research® panel members participated in the online research study between November 8 and 13, 2022. Quotas were set by age, gender and region to match the general population of the province and as such the data did not need to be weighted. Since the research is conducted online, it is considered to be a non-probability proportion sample; therefore, margins of error are not applicable.  However, the margin of error can be estimated to be ±3.5 percentage points, 19 times out of 20 for questions answered by all respondents. About SaskWatch Research® Insightrix began developing its SaskWatch Research online market research panel in 2007, using high quality techniques, including telephone recruitment and referrals from existing panel members. Presently, there are over 20,000 active panel members representing all regions of the province and distributions of the general population. For more information, please visit http://saskwatch.ca.   About Insightrix Insightrix is a dynamic, Saskatchewan-based, full-service market research company. It serves businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details, visit:  https://insightrix.com/market-research-industry-blog/.   For more information, please contact: Lang McGilp Research Director Insightrix Research Inc. Tel: 306-657-5640 ext. 229 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com Insightrix Research Inc. (Insightrix) is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards, including the CRIC Public Opinion Research Standards and Disclosure Requirements (https://www.canadianresearchinsightscouncil.ca/wp-content/uploads/2019/09/CRIC-Public-Opinion-Research-Standards-and-Disclosure-Requirements-1.pdf) For more information on survey questions and basic disclosure, click here. ...
 

The Saskatchewan Social Media Usage and Local Business Report continues to provide trended data and actionable insights that help brands interested in the Saskatchewan marketplace make better-informed decisions with their paid, earned, and owned media strategy. To give some insight into what you can expect in the report, we compiled a list of five critical statistics to help you better understand the Saskatchewan consumer in 2023. If you like these, don't forget to get the full report today.   The 2022 Saskatchewan Social Media and Local Business Report  To understand online consumer behaviours in Saskatchewan, Insightrix Research® conducted its annual Saskatchewan Social Media Usage Study. The study was conducted with Saskatchewan residents to understand their online behaviours, focusing on their social media habits, preferred communication channels, and shopping trends. More than 1,200 Saskatchewan residents participated in the study (August 2022) using SaskWatch Research®, our proprietary online market research panel. Comprehensive results from this syndicated report are available in the 2022 Saskatchewan Social Media & Local Business Report. 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 Facebook is no longer the most popular social media channel in Saskatchewan but is still the most frequently used on a daily basis. Facebook has primarily saturated itself with users pre-pandemic and has since become a social media monopoly. With the purchase of Instagram and WhatsApp in recent years, Facebook remains competitive even with new social media platforms emerging. According to the 2022 Saskatchewan Social Media Usage report, Facebook has been dethroned as the most popular social media platform but still ranks the highest in daily use among Saskatchewan Millennials, Gen Xers, and Baby Boomers. While Facebook continues to plateau, its sheer dominance on the social media landscape is hard to ignore. Why is this important for Saskatchewan marketers to know? Though audience saturation is happening in Saskatchewan among those who use Facebook, it's essential to understand that Meta is still an effective platform for marketers trying to reach target audiences online. While the frequency of using Facebook is shifting toward the older generations, the platform is still the most consumed daily, meaning your digital advertising budget should continue leveraging Facebook. Since 2020, more trended daily users have been logging on to TikTok (in Saskatchewan) than ever before. It's no question that TikTok has become a worldwide phenomenon in the last few years, and in Saskatchewan, it's no different. Between the rich lifehacks and endless viral TikTok dances, the uber-visual platform has risen in popularity, quickly becoming one of the most frequently utilized in Saskatchewan. Our survey data shows that 1 in 5 social media users in Saskatchewan uses TikTok daily (21%) 😱. That is a continuous rise from 2020, when roughly 1 in 10 Saskatchewan social media users said they used the app daily (8%).* Why is this important for Saskatchewan marketers to know? The influence of TikTok is nothing to ignore! The utter virality of the platform, combined with the ability to collaborate with different people, breathes life into an application that prides itself on incredible brand engagement, especially in the B2C environment. TikTok is significantly changing how younger online consumers search for brands. As Gen Z continues to experience the internet through social or entertainment apps, the era of the consumer-driven search will shift from traditional search engines to in-app experiences, and Gen Z is leading the way. So, if your brand is B2C and is interested in engaging with a younger audience, it's time to consider learning a dance number or two 😉. Subscription services are becoming more popular in Saskatchewan, with 16% of the population saying it pays for a subscription to avoid advertisements. Everything from premium music to workout packages to add-on features of your favourite games – subscriptions boomed during the pandemic by offering shoppers ways to keep their cupboards stocked and their beer fridges full. In Saskatchewan, subscription services continue to climb, mainly when the value exchange includes no direct advertising to the consumer. Our survey data suggest that 16% of Saskatchewan residents pay for a monthly subscription to avoid advertisements. Even more interesting, 31% of Millennials are most likely to pay subscriptions to avoid advertisements. Why is this important for Saskatchewan marketers to know? Since video advertising has become an essential marketing tool, the ability to skip video advertising has become significantly more popular among consumers. And while Saskatchewan residents value their ability to control advertisements, it is essential to continue to provide equal (or even more) value to the consumer to keep them subscribed. Take into consideration what has happened recently with Netflix – they are in an ongoing dispute with their subscribers over the value of their services vs the service they provide. Netflix is now introducing a standard service, which includes advertisements, to keep the subscription affordable. This is a bold adjustment as Netflix built their entire empire from the ad-free experience. Quite the full circle, isn’t it?2 The customer experience and value of your offering will become more important as users become more fatigued with choice. Intentions to shop online more have drastically dropped in Saskatchewan residents since 2020. Online shopping intentions have seemingly plateaued as post-pandemic shopping trends emerge. According to our survey data, a growing proportion of Saskatchewan shoppers plan to 'do less online shopping this year (from 5% to 17% since 2020). Further, Saskatchewan consumers say their intention to shop 'more online this year has dropped since 2020. In 2020, consumers seemed much more optimistic about their newfound shopping habits. Now, the intention to shop 'more' slumped from 50% in 2020 to 15% in 2022, emphasizing that while Saskatchewan residents do not plan to spend more than they did in 2020, they do plan to spend the same. Why is this important for Saskatchewan marketers to know? A renewed focus on online shopping will continue to be in high demand in the province. Still, it is unclear how pre-pandemic levels affect the rebound as brands adjust to online and in-person consumer needs. Retail sales are starting to rebound globally, and consumers are now divided by how eager they are to shop in person. In addition, Gen Z will likely increase their purchasing habits as they become mainstream consumers in the upcoming years. While most Saskatchewan consumers prefer in-person communications with local businesses, 1 in 4 say social media is their preferred information source. Customer service today is no longer driven by a single traditional touchpoint. Quickly, social media has become important for organizations to be present and responsive to their customers. That is no different in Saskatchewan, as 1 in 4 residents surveyed say they prefer to communicate with local businesses using social media. Why is this important for Saskatchewan marketers to know? As customer expectations continue to shift with the presence of social media, businesses must leverage social media platforms for the purpose of consumer engagement, as consumer expectations will continue to increase. The need for fast response times, unpredictable expectations, and the shift towards a full-service consumer service channel will significantly impact brand perception moving forward. You Can't Dance Your Way Around This Report From the growth of new platforms to the ongoing rise of short-form video, a lot is happening in the ever-evolving world of social media in Saskatchewan. The report focuses on the following: Notable demographic differences in social media choices The rise and decline of dominant social media platforms Frequently used social media channels What social media users expect when following brands online Influencer marketing and its appeal to teens and beyond Subscription service consumer trends for ad-free viewing and why it matters Online shopping trends since 2020 Please do not hesitate to reply if you are interested – we can happily send you the report and invoice your business directly. 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 1 Media Usage in Western Canada 2020 Report, November 2020, Insightrix Research 2 5 Figures To Know About Netflix’s Newly Launched Ad-Supported Tier ...
 

Importance of the National Day for Truth and Reconciliation is Growing in Saskatchewan. Support for Statutory Holiday in the Future is High. For Immediate Release: October 26, 2022, 10:00 AM (-6 GMT) A new independent poll conducted by Insightrix Research, Inc. shows one half (53%) of Saskatchewan residents say the National Day for Truth and Reconciliation is important to them personally. A further six in ten (60%) believe greater emphasis is being placed on the day as the years go by.   Those of Indigenous ancestry (76%) are more likely to say the National Day for Truth and Reconciliation is important to them than those of non-Indigenous ancestry (51%). However, those of non-Indigenous ancestry (62%) are more likely to believe the National Day for Truth and Reconciliation is gaining greater emphasis as the years go by than those of Indigenous ancestry (51%). As evidence of the greater emphasis being placed on the National Day for Truth and Reconciliation, over one third (36%) of Saskatchewan residents say they wore orange on September 30, 2022, with two out of three people of Indigenous ancestry (65%) doing so vs. 33% among those of non-Indigenous ancestry.   Further, six in ten (59%) note their employer honoured the day in some manner, most commonly by encouraging staff to participate in an activity or event (40%) or providing the day off (31%). Finally, support for making the National Day for Truth and Reconciliation a statutory holiday in Saskatchewan is high (70%).  Support is high among both those of Indigenous ancestry (83%) and those who are not (69%).  Support varies notably by age and region of the province. *** Research Details A total of 803 randomly selected SaskWatch Research® panel members participated in the online research study between October 12 and 14, 2022. Quotas were set by age, gender and region to match the general population of the province, and as such, the data did not need to be weighted.  Since the research is conducted online, it is considered to be a non-probability proportion sample; therefore, margins of error are not applicable.  However, the margin of error can be estimated to be ±3.5 percentage points, 19 times out of 20 for questions answered by all respondents.  About SaskWatch Research® Insightrix began developing its SaskWatch Research online market research panel in 2007, using high quality techniques, including telephone recruitment and referrals from existing panel members. Presently, over 20,000 active panel members represent all regions of the province and distributions of the general population. For more information, please visit http://saskwatch.ca. About Insightrix Insightrix is a dynamic, Saskatchewan-based, full-service market research company. It serves businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details, visit https://insightrix.com/market-research-industry-blog/. For more information, please contact: Lang McGilp Research Director Insightrix Research Inc. Tel: 306-657-5640 ext. 229 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com Insightrix Research Inc. (Insightrix) is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards, including the CRIC Public Opinion Research Standards and Disclosure Requirements (https://www.canadianresearchinsightscouncil.ca/wp-content/uploads/2019/09/CRIC-Public-Opinion-Research-Standards-and-Disclosure-Requirements-1.pdf) Survey questions: Here’s a new survey for you! It covers a few different topics… Ready? It should take about 8 minutes to complete and will earn you xx points. What are the first three digits of your postal code?Textbox Into which of the following age ranges do you fall?18 to 3435 to 5455+ What is your gender? MaleFemaleNon-binaryOther: ___________ How important was the National Day for Truth and Reconciliation to you personally?Very importantSomewhat importantNot that importantNot important at all Did you wear orange in recognition of the National Day for Truth and Reconciliation this year?YesNo Did you personally participate or attend any event or activity related to the National Day for Truth and Reconciliation last week?YesNo Which of the following did your company / employer do for the National Day for Truth and Reconciliation? Please select all that apply.[randomize]Paid day offEncouraged staff to participate in an activity or eventGave money to a charity / eventSold items tied to the daySomething else: ________________ [anchor]Company didn’t do anything for it [anchor]Don’t work / retired [anchor] In your mind, is greater emphasis being placed on the National Day for Truth and Reconciliation as the years go by? Why do you say that?Yes: _______________No: _______________Not sure Would you support or oppose the National Day for Truth and Reconciliation becoming a statutory holiday in Saskatchewan?Strongly supportSomewhat supportSomewhat opposeStrongly opposeNot sure Finally, we have some questions to help analyze your responses. Please be assured your answers will remain confidential and only be used in aggregate with other responses. How many children under the age of 18 live in your household?01234+Prefer not to say Are you an Indigenous person that is First Nations, Métis, or Inuit?YesNo Prefer not to say What is the highest level of education you have achieved?Some high schoolCompleted high schoolSome technical school or collegeCompleted technical or college diploma Some universityCompleted university degree (Undergrad, Masters or PhD)Prefer not to say What is your annual household income before taxes and deductions?Less than $30,000$30,000 to just under $60,000$60,000 to just under $90,000$90,000 to just under $120,000$120,000 or morePrefer not to say  ...
 

We are so excited to introduce the Insightrix 10 SPCA Cat Adoption Drive again for 2022! There are things in life you must experience to understand. Your first love. A first child. Your once-in-a-lifetime pet. How does a pet get this title? It's not just their unique personalities that set these guys apart. It's also the fact that they accompany us through periods in our lives that are also "once in a lifetime," like childhood, young and single, a pandemic, just getting married, etc. These times can be heavily laden with emotions, ranging from exhilarating happiness to debilitating sadness, stress and worry. But, for better or worse, our constant companion is there with us and for us. The Insightrix 10 A few years ago, Insightrix donated money to cover the costs for the adoption of 10 cats at the Saskatoon SPCA. These ten cats were unique in that they were the hardest to find a home for, and as a result, many had been at the shelter for an extended period of time. The paid adoption fees were hopefully an extra incentive to get them adopted and find their forever home. We called these kitties "The Insightrix Ten." Insightrix kept in close contact with the SPCA on their adoption status throughout the promotion. The last kitty, who was facing some health issues at the time, was Darlene. But then, on Tuesday, January 30, 2018, we got the most delightful news! Darlene was headed to her new happy home that afternoon with a lovely couple who promised to give her the life she deserves. Little did we know at the time, or did Leigha, the adopter of Darlene, that a true love story was blossoming.   Darlene Now Darlene was special! She was a quirky cat with lots of love and drooled when she was content. Leigha and her family gave her the full name of Darlene "Sweetie" Buscemi since she was a sweetheart and because of her wonky eyes. Leigha adopted Darlene, who had no teeth and digestive and gluten issues and had already been returned twice to the SPCA, perhaps heading to the "unsuitable for adoption" list. Toothless, Darlene loved to smile when she was happy. Leigha loved to see her funny gummy smile. Darlene was a cuddle bug who constantly snuggled on Leigha's chest daily. Sure, Darlene would throw up daily after eating, but that didn't bother Leigha and her family. She was simply the sweetest, gentlest, and cuddliest cat their family had ever known. Recently, Insightrix was notified by the owner of Darlene that she had passed away in her sleep on July 13, 2022. Even though it didn't seem like a long time for Leigha, it was longer than their family, and their veterinarian thought, and they cherished every moment they had with Darlene. Has Darlene earned the title of the once-in-lifetime cat? It sure sounds like it! This once hard-to-place cat became a great love for one family – showing that love can come from the most unsuspecting places. Leigha and her family are now celebrating the life of Darlene, reflecting on the unconditional love she provided the family. A family that can open their arms to Darlene and care for her these past few years is bound to be deemed by the Cat Gods as worthy of another once in lifetime cat – and that will be one lucky kitty! In appreciation for Leigha sharing the story of Darlene with Insightrix and in memory of Darlene, Insightrix is proud to start another "Insightrix Ten" pet adoption drive to match kitties needing a bit of help with families looking to care for them. Meet the New Insightrix 10! Look at these handsome bois and girls. You have Veronica, Strawberry, Steve-O, Oslo, Suri, Tinky, Elvis, Tyrek, Holland and Morris! All looking for their forever home!  Update: September 1, 2022 - all kitties have been adopted! ...
 

A new independent poll conducted by Insightrix Research, Inc. shows a sizeable majority of Saskatchewan residents (77%) oppose the United States Supreme Court decision to overturn Roe v. Wade and no longer provide a federal constitutional right to an abortion....
 

When planning and advocating for community change, supporting your strategic decision-making with market research survey data collected from the diverse residents you serve will only help form a more profound commitment to important issues. When conducting primary research, the ability to capture data on targeted segments can quickly state the differences between neighbourhoods and communities using survey data. For example, profiling demographics on their annual household income, accessibility to the downtown core, transportation services, walk score, historical and heritage buildings, environmental factors unique to areas, etc., can only enhance the research study. In addition, neighbourhood survey data can allow residents (who are directly affected by the community planning) to have their say on what directly impacts them. Neighbourhoods are unique in supporting resident engagement studies. Anyone who has ever considered launching a new community program knows firsthand that neighbourhood boundaries can define attitudes, lifestyles, demographics, income, beliefs, community conditions and trends. It can also affect how a survey is conducted with its local constituents. With the internet, the accessibility of reach has expanded beyond its physical markers - allowing municipalities, community organizations and Governments to access survey data at the local level. Yet, in many cases in Canada and especially in central Canada (where there are fewer people per capita and in less populated areas), reaching a local audience down to the neighbourhood level can be tricky compared to more densely populated urban centres. The internet is no silver bullet to ensure a higher survey response. Still, when it comes to gathering insights from an audience at your neighbourhood level, it is crucial to explore all cost-effective and innovative approaches while prioritizing accurate and representative results. In terms of reaching out to more localized audiences, there are several practices that community planners and researchers can follow: Achieving Higher Local Representation in Targeted Areas In market research, particularly in areas where strategic and community planning needs to be so heavily accountable and influenced by representative statistics, it is critical to provide decision-makers with access to a credible sample of respondents who understand the nature of the problems we are trying to improve. For example, suppose you were interested in surveying residents regarding the location of a future leisure centre. In that case, you may want to design the questionnaire to establish what matters to those who reside closest to the potential locations of interest - this may include local business owners, citizens within a specific kilometre radius, or legacy residents who have expressed concerns over the influx of neighbourhood traffic. Establishing a targeted sample distribution to include the desired and most directly impacted respondents' concerns fuels a higher response rate and provides more significant potential for valuable insights and direction for the success of your plans. In addition, the targeted respondents will likely understand the issue at hand. For example, not everyone is an expert in basket weaving! Consider a Respondent Panel One method of ensuring the opinions of niche segments are captured is using an online respondent panel. A respondent panel is a great resource for uncovering the complexity of neighbourhood survey data, such as researching niche markets like newcomers, young adults, agriculture professionals or even sports enthusiasts! Well-established respondent panels are often made of new explorers in the market or seasoned consumers who have shown loyalty to their community, companies, and brands they engage with. Some respondent panels cannot only target the general population but can also quota segments of the population, focusing on niche audiences with geographic regions. Like SaskWatch Research®, a proprietary online community with more than 18 thousand Saskatchewan residents. Since 2008, Insightrix has dedicated time and resources to ensuring SaskWatch Research collects more than 100 different profile variables that can support businesses interested in the Saskatchewan population and beyond. One of the key benefits of using a respondent panel to conduct market research is to cross-tabulate profile variables and benefit from deeper insights collected from respondents using rich demographic data. Collecting Neighbourhood Survey Demographic Data Respondent panels are supported by collecting demographics of all levels. For community decision-makers, neighbourhood demographics are critical to social and infrastructure planning specific to household composition, annual or individual income, home ownership vs. renting, multi-car households, children still living at home, etc. Urban data collected using neighbourhood surveys can play a role in how one neighbourhood may support an up-and-coming community centre or economic development project. Demographic data can build a foundation for understanding neighbourhoods as they exist and where they're heading. It can be a powerful tool for tracking change over time and identifying a community's needs or strengths to inform planning, policy development or decision-making. Collecting neighbourhood demographic data can also provide a benchmark statistic for whether a strategy or policy made a difference with the target audience. In addition, it can help shed light on characteristics or unique qualities that might advocate for community-focused programs, outreach priorities, marketing initiatives, and grant writing. In many cases, grant applications call for information about the local community, the target population, or a specific audience that might benefit from the activity or work funded by the grant. Targeting urban populations to conduct research has never been easier. Here are five ways to start investigating at the neighbourhood level using survey data (online, by telephone or in-person!): Tap into working knowledge of a community or a population to reveal important social or economic events such as the relocation of a business headquarters, or a significant business shutting down Perceptions of a new infrastructure project and the impacts of two years' worth of construction will have on community residents. Anecdotal information (like a new housing development plan that seems to be attracting retirees) Talk to service providers (community-based organizations) to get real-time information on the populations of interest Conduct a local survey that addresses the specific needs of your community and highlights differences and similarities between other neighbourhoods Presenting key neighbourhood statistics back to the public and in other marketing or communication campaigns in a way that makes citizens come together Interview local leaders and experts and ask if they have suggestions on those who should be included in the study to ensure their response is included Blending neighbourhood survey data and local knowledge can lead to actionable information, and analysis can be used for all types of community-based initiatives and preparing for (or responding to) local change. As a market research industry leader, we are proud to offer our Saskatchewan clients (and clients outside of Saskatchewan) the ability to collect this type of information and the opportunity for local citizens to impact what is happening in their neighbourhoods and communities directly. To find out more about how our respondent panel has supported advocacy and local initiatives or about municipal, community, online panels, or neighbourhood segmentation, contact us! ...
 

April 19, 2022 - A recent survey was done with 802 Saskatchewan residents that touched on top-of-mind key issues and hopes for 2022. The survey was conducted by Insightrix Research in April 2022 using SaskWatch Research, its online research panel. The following are six key takeaways from the survey:   Additionally, we asked residents to look back to March 2020 and share perspectives on how things have changed since the beginning of the pandemic.    As a province, top-of-mind key issues include: Are more selfish and concerned about our individual needs (56%) Are more aware of others' needs or those less fortunate around us (40%) Haven't learned anything from the pandemic (39%) Have come together for the greater good (30%) State of Saskatchewan: Saskatchewan residents' Top-of-Mind Key Issues To get a qualitative sense of what Saskatchewan residents' top-of-mind key issues are, Insightrix hit the streets of Saskatoon about critical issues and their hope for the province for 2022. Want to learn more about critical issues in Saskatchewan?  For more information on our recent April OnTopic release, email info@insightrix.com. Want to learn more about our omnibus service? Visit: https://insightrix.com/omnibus-surveys/  We regularly post new data and analyses on Saskatchewan's perceptions. Visit our website for more information.  ...
 

March 25, 2022 - Insightrix recently conducted a poll of 800 Saskatchewan residents to gain insight into the impact of increased food prices on individuals. Notably, we discovered that on average, residents cite a 20% to 30% increase in their household grocery bill.  Given the overall sentiment, Saskatchewan residents say they are generally more concerned about their household grocery expenses because of inflation. The top concerns cited by residents due to inflating food prices include affordability / being able to stay within their existing budget (52%), making sure they can eat healthy/quality food (24%), and that the general price of food will continue to increase (17%). Overall, Saskatchewan residents indicate a recent change to purchase behaviours due to the rise in food prices, with 62% of residents saying they are now buying 'different or less or lowered priced brands' than they were previously. Significant changes in behaviours are especially noted for those who say they have decreased how often they eat out at a restaurant (59%) or order take-out (49%).   Impact of Inflation on Food Prices in Saskatchewan Vox Pop To get a qualitative sense of how Saskatchewan residents are feeling, Insightrix hit the streets of Saskatoon to ask how inflation is affecting grocery bills in everyday households.  https://youtu.be/LGHfw_S--N4 Want to know more about this month's OnTopic release?  hbspt.forms.create({ region: "na1", portalId: "374811", formId: "2caa8378-11c6-4a81-a470-2263e18e14c1" }); ...
 

Here we are again—2022, but perhaps with a little less optimism and a lot more hope? Another fresh start in front of us, as marketers, as brands, as customers and citizens, we are given an opportunity— Yes, it's exciting, but what now? Many of us are ready to put that strategy together but are still dealing with uncertainty every day. In some cases, we look to the recent past for guidance, as things have changed dramatically, and they continue to change— rapidly! For example, how do we know who to target if we want to launch a new product in 2022? Since 2020 it's hard to fully depend on our existing market segmentation reports because it feels as if so much has changed. This includes the way people shop, live, eat, travel, and who they spend money with. As brands, we must refine our segments, or at the very least, seek confirmation of the old segments to help us understand how these behaviours hold up. Here are some common segmentation questions we hear: How will my market segmentation hold up? Will my current breakdown of my customers still be relevant? Without question, the pandemic has a significant impact on people's lifestyles and their mindsets and also their priorities. But, as we continue to cope with changing government mandates, lessening of restrictions, and returning to a "normal," it's anyone's guess what we'll have to adapt next as consumers. Meaning the way we used to act or think could have shifted, and what was previously necessary to us may have become less so. Getting a Pulse On Your Current Segmentation Getting a pulse on your current segmentation is critical to regaining trust in your strategy and focusing on the key indicators that define how it may have changed. It's better to know now if your segments are no longer relevant than to find out after spending thousands on a new product launch that it missed the mark, or worse, missed the opportunity to target the ideal customer. The key is not to disregard your existing segmentation as ineffective but rather to view it as a baseline. In other words, a peek into where we've been and where we might want to go. Perhaps existing segments may still be relevant. Still, your consumer outlook on how they want to be reached has shifted drastically, such as the rise in the use of TikTok during the pandemic. Our Syndicated Research Study, The Insightrix Media Usage Report: Answering Your Advertising Questions shows that in 2021, TikTok became one of the fastest-rising social media platforms in Saskatchewan. In this case, it might be helpful to re-run the same segmentation with the same methodology to see what's changed and validate that where we are focusing our strategy and spending is where we should be. Assurance in our data and decisions Since the size of each segment has shifted, our priority customer group may be less relevant when it comes to the dollars we want to spend on marketing, or perhaps this group is more prominent now. Suppose we already anticipate changes or the re-run of our existing segmentation highlights considerable new information. In that case, it may be time to reevaluate our methodology, develop a new set of statements, and ultimately redefine our customer base. Here are some key questions to ask when deciding if your market segmentation is relevant: Does my framework suddenly not "fit" with how society is being asked to live its lives? For example, is your primary segment based on how many hours one spent commuting to work or attending outdoor concerts/events? Is there a decrease or increase in a particular segment over time? For example, does your traditional tracking study indicate that more males aged 34-45 are interested in your brand, and were these demographics previously in a secondary or tertiary segment where you did not spend key market dollars? This may indicate that your primary segment has shifted. If you need help in looking at your tracking data to identify some of these key changes, we are happy to help! 😄 *Has there been a significant change to the marketplace you used to 'play' in? For example, were your goods/products primarily purchased face-to-face before Covid-19? Are your customers now seeking alternative ways to buy the same product, expanding the competitive landscape in which you used to play? *Note* This may not mean your segmentation is irrelevant, and certain things like purchasing behaviour can easily be verified using other methods by running a quick pulse study with a primary segment. If you answered yes to any of the first three questions, it might be time to dig a little deeper into your existing segmentation and evaluate its relevance. Reviewing segmentation typing tools to help answer the following two key questions: Do any of the current statements in the typing tool represent certain behaviours that your target audience cannot engage in right now but are likely to resume later?Are any of the current statements insensitive to the current environment? Perhaps the segmentation is still relevant, but at the very least, the target segments you have been working with are likely to have shifted. Consider conducting a profiling survey to help redefine the size of these segments. Right now, we're all in a world of flux. Things are changing, and if the last two years have taught us anything, we need to adapt quickly. To discuss segmentation and profiling more, please contact Insightrix Research at info@insightrix.com.    ...