Nielsen kicks off global Consumetrix study in Singapore

The survey is based on NMR strategic partner BMRB International's TGI study, which operates across 51 markets worldwide, but has been significantly enhanced to include single-source data on product consumption, attitudes, brand affinity and media habits on a daily basis from over 4,000 individuals aged 15 and over.

NMR Singapore executive director Rebecca Tan is confident that Consumetrix fulfils a market need for more brand-focused research, and will complement Nielsen's Media Index.

"It gives you a little bit more depth on brand consumption and we have a lot of psychographic statements," explained Tan.

Processing research data, NMR has been able to segment the Singapore population into seven clusters, each displaying a distinct range of mindsets and attitudes.

The biggest of these groups is the 'Daygrinders', representing 25.1 per cent of Singaporeans. 'Daygrinders' are likely to be lower-income blue collar HDB-dwellers, who buy products according to familiarity.

At 20.3 per cent, the second biggest cluster is 'Goldies' - stable and successful family men with high personal income and an aversion to impulse buys. 'Goldies' are willing to spend on quality products such as flat screen TVs, with Sony, Panasonic and Philips the top three TV brands preferred by this group.

"(Consumetrix) confirmed some of our hypotheses," said Tan. "Because of the ageing population, the second biggest cluster is the 'Goldies'."

'Trendsters', meanwile, account for 9.4 per cent of the population and are seen as young, trendy opinion leaders. According to Consumetrix, this cluster is easily reached via mass media, as they are voracious consumers of all media. Furthermore, the research found they are driven by advertisements, often looking out for promotions and trusting advertising to keep them informed.