The “Affordability Crisis” and Consumer Segmentation

Big Chalk’s Trade-Off Consumer data clearly show that “affordability” is more than just rhetoric for many U.S. shoppers – they are modifying their purchase habits in specific, measurable ways to extend their stretched-thin household budgets... and these Trade-Off Consumers have become their own (sizable) demographic.

But no standard consumer segmentation methodology today accounts for these consumers -- and this can create real problems for brand managers and consumer insights experts who are tasked with segmenting their brand's target consumers. Most segmentation schemes ascribe significant weight to household income bands -- but in the "new normal" economy these bands are no longer what they appear.

Read more about how to modernize your segmentation strategy in our report.