Understanding the Mind of the Customer through Category Analysis of Messaging: The Case of Menopause

Abstract

Analysis of 114 text messages from websites and eight visual stimuli dealing with menopause reveals that in general most of the messages do only modestly well in interesting consumers. From a study of 552 female respondents on the Internet, using conjoint analysis and current in-market messages, the results suggest that rather than dividing consumers by age, self-reported menopausal state, or major symptom suffered, the marketer should divide the consumer by mind-set. Four mind-sets emerged from this study: Segment 1 — interested but not responsive to communication; Segment 2 — matter of fact; Segment 3 — better living through chemistry; Segment 4 — eternal youth through replacement therapy. Through segmentation it becomes very easy to create far more powerful and impactful communications.