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After you have defined your target segments, you can use the Mediamark Research, Inc. (MRI), Segmentation Report to understand them. Using the Tapestry profile of your customers, the MRI Segmentation Report calculates a weighted index that takes into account the percent composition for each segment of your customer profile as compared to the index for that segment for any specific product, service, or lifestyle characteristic. This report displays characteristics from the MRI consumer survey data for a customer profile or geographic profile. The report provides the expected number of adults or households, percent, and index for all variables within an MRI category.
Create Segmentation reports with your customer data, profiles and target groups to help you better understand and target your best customers.
Understand Your Profile
Displays characteristics from the MRI consumer survey data for a customer profile or geographic profile. This report provides the expected number of adults or households, percent, and index for all variables within an MRI category. The report can be sorted by count or index. Use this report to determine customer lifestyle habits and preferences.
Understanding Your Target Group (formerly Understanding Your Target Customers)
Displays the top 20 characteristics, in each of up to four MRI consumer survey categories, of your Core and Developmental target groups, as well as your overall customer profile. Characteristics are sorted by index, from high to low, for the core customer target group. Use this report for a snapshot of customer lifestyle habits and preferences.
Developing Market Strategies
Displays the top 20 characteristics, in reading, watching, and listening from the MRI consumer survey data, of your Core and Developmental target groups, as well as your overall customer profile. Characteristics are sorted by index, from high to low, for the core customer target group. Use this report to determine how best to market to customers.