Summary and methodology

Checklist

Nudgeable
Action Plan Checklist

Current Focus

Assess if your brand is overly focused on low switchers at the expense of engaging Nudgeables.
Understand the impact they make on your brand, category or country
Shift in Strategy: Rebalance marketing efforts to include strategies specifically targeting Nudgeables.

Action
Steps

Understand Their Characteristics: Conduct research to identify the common attributes of Nudgeables within your target market.

Tailor Messaging: Craft messages that align with these attributes to improve engagement.

Develop Targeted Campaigns: Create marketing campaigns that specifically address the needs and preferences of Nudgeables.

Highlight Unique Attributes: Emphasise the unique attributes of your brand that resonate with Nudgeables.

Measure Efficiency Gains: Implement strategies to significantly improve marketing efficiency by targeting Nudgeables effectively.

Engage Early: Focus on audiences who are more likely to switch brands before they settle into recurring brand purchase patterns.

Create Early Experiences: Develop experiences that encourage younger consumers to try your brand, securing your place in their consideration set as they age up and build habit.

Maintain Relevance: Continually engage Nudgeables with relevant content and offers to keep your brand top-of-mind.

Activate Nudgeables
for your brand

1.

Size Your
Nudgeable Opportunity

My category my brand:
assess position & size opportuntiy
to win with Nudgeables today.

2.

Effectively connect
with Nudgeables

Prioritize marketing levers & shape messaging for your Nudgeable audience with in-depth profiling of who they are, how they think and behave.

3.

Media Planning
with Nudgeable Lens

Identify efficient ways to reach the Nudgeables across media channels.

4.

Nudgeable
Audiences

Push advertising directly to your most valuable shopper targets: Nudgeables Audiences (TV & Digital).

Summary

Switching Drives Growth: Recognise that switching is a key driver of brand growth. Capturing switching fights inevitable buyer-churn in the short-run and enables brand support in the future, feeding penetration gains – the biggest indicator of brand growth.

Connect Media and Shopper: Interlink media and shopper engagement and strategy

Target Likely Respondents: To improve efficiency and results, focus marketing efforts on Nudgeables—those most likely to respond.

Kantar Worldpanel Analysis

COUNTRY SCOPE
Brazil, Mexico, China, Great Britain, France and Spain

METHODOLOGY

Chains of past buying behaviour were analysed to ensure both the heaviest and lightest category buyers were equally represented. By examining changes in brand choices for every household on our panels over the past year, new insights into consumer behaviour across different categories were gained.
Segments of households were constructed based on their propensity to change brands across all categories. This analysis helps determine whether households that frequently change brands — those most difficult to predict based on past behaviour — are significantly different from those more likely to re-buy brands recently purchased.
A bespoke questionnaire was conducted to explore beyond demographic differences. This provided an understanding of each group’s traditional and digital viewing habits, general attitudes towards brands, and the impact of tactical marketing initiatives, such as price promotions, on their decision-making process.
This exercise was then replicated across five countries to analyse the consistency of the results across markets.

Special thanks to Ray Lai, Erica Williams, Mihail Petkov and Paul Murphy for their valuable contributions to this global study.