Consumer Optimism and Purchase Activity Segments for 2021

New realities of work and health and have changed the way consumers view their world. It’s more important than ever for Brands to understand how these sweeping changes impact buying decisions and choices now.

Five Distinct Market Segments

Our Global Barometer Study yields an evidence-based look at the emerging market segmentation, providing insights to guide Brands in speaking to consumers in ways that are highly relevant to their ever-evolving frame of mind.

We’ve identified 5 segments that connect these realities with the critical dimensions of satisfaction in the present, and confidence when looking ahead:

  • Unsatisfied spenders

  • Cautious

  • Very optimistic

  • Very pessimistic

  • Satisfied saver

Five Distinct Market Segments

Household brands around the globe trust Toluna with their need for insights.

  • AARP
  • Amazon
  • Danone
  • Kellogg's
  • KraftHeinz
  • Sony

Toluna delivers real-time consumer insights at the speed of the on-demand economy. We do what no other insights company can, we combine the industry's first end-to-end consumer intelligence platform, Toluna Start with, award-winning research design, vertical expertise and a panel of over 30 million consumers.

Harris Interactive simplifies complex decisions with critical consumer intelligence. Harris Interactive sets itself apart by fusing sector expertise and award-winning research designs with innovative tools and technology. This combination delivers impactful insights that keep clients ahead of what’s next.

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