Meet the ‘Nudgeables’
Unlocking Media Magic to CaptureThese Elusive Brand Switchers
Meet the ‘Nudgeables’ Unlocking Media Magic to Capture These Elusive Brand Switchers
Switching Sides
Nudge Know-How
Masters of Media
Switching it Up
Nudgeable Nations
Summary and methodology
Food for thought
In the realm of consumer behaviour, two distinct archetypes tend to be discussed: the steadfast buyers who rarely stray from their preferred brands and the perpetually curious; those who continuously explore new options. While the former group provides a stable base, the latter presents a lucrative opportunity for brand growth. We call them the “Nudgeables.”
Why are the Nudgeables important? Because to grow, brands need to predispose more people – so more people have your brand at the top (or near to the top) of their mental list, next time they buy. Brands that predispose more people have a greater likelihood of increased volume share, value share – and margin growth.
To better understand Nudgeables, we conducted one of the largest single-source studies to identify the most efficient and highest-impact marketing influences on households that frequently switch brands.
So, who are these Nudgeables? They are extreme brand-switchers who make up 15% of the addressable market, and talking to them can improve marketing efficiency by 24%.
Nudgeables are highly receptive to marketing, continuously looking for inspiration across the buying spectrum. Identifying and targeting them has been a persistent challenge for brands eager to unlock their billions in value.
In this report, we look across six countries and three continents to venture beyond the mechanics of influencing this group to unveil the identities of those who respond to it. The size of the prize is hard to ignore: in the United Kingdom alone, this group amounts to 3.6M households.
They are generally younger, highly curious shoppers, engaging in promotions, loyalty schemes, influencer content, and personal recommendations.
Targeting the highest potential Nudgeables can significantly improve marketing efficiency. Nudgeables are often more open to premium offerings and are willing to explore new categories. Where can you best introduce them to your product portfolio? For instance, in China, focusing on the Nudgeables can increase marketing efficiency (conversion) by 34%, while in Great Britain, the improvement is 24%.
These figures highlight the importance of precision in targeting — reaching the Nudgeables at the right time can yield substantial returns when applied at category level.
* Assumes the chance of switching to a brand is the same for both random selection group and highest 15% group.
