4 Key Consumer Groups That Brands Should Address in the Covid-19 Era

BBDO Japan conducted a consumer analysis study to understand the mindset, and behaviour of typical Japanese consumers affected by Covid-19. Using BBDO Worldwide’s original analysis method, our agency compiled the results and identified four key consumer groups that brands should be addressing in order to achieve success.

We all know that the pandemic has changed consumer values and behavior. However, the research and analysis we conducted has revealed that not all consumers have changed in the same way and that there were several patterns.

We have also identified the general occurrence rate of each pattern. By combining these elements with consumer demographics and universal insights, I believe we can develop more effective communications.

4 key consumer groups based on the study of how Covid-19 has affected consumer mindset and behaviour: 

Group A | Digital Immigrant (composition ratio 21%)

- Demographic Features: The ratio of people in their 40’s -50’s and people with regular employment is relatively high.

-  They enjoy consumerism without the direct effect of COVID-19.

- The main difference in their lifestyle is that they have regained appreciation for the convenience of the internet during this stay-at-home period. 

Group B | Negative Grumbler (composition ratio 15%)

- Demographic Features: The ratio of people in their 50’s, as well as students and people with non-regular employment is relatively high.

- They are not directly affected by COVID-19 and they are tired of the negativity in society.

- Compared with other groups, their purchase intention is low.

Group C | Cospa*-Seeker (composition ratio 31%) *Cospa: Cost Performance

- Demographic Features: The ratio of people in their 20’s and people with non-regular employment is relatively high. The unmarried rate is also high.

- Although they have been economically affected by COVID-19, they have high purchase intention.

- They are highly conscious of saving money and seek products with good cost performance and value for money.

Group D | Adapting to the New Normal (composition ratio 33%)

- Demographic Features: The ratio of people in their 20’s and 30’s and people with non-regular employment is relatively high. 

- Their priorities have changed dramatically due to COVID-19. They have high purchase intention.

- However, they have become more cautious about their consumption, preferring to plan out their spending.

Marketing communications that should be addressed for each consumer group

Group A | Digital Immigrant

- Utilizes online communication in line with their use of the internet.

Group B | Negative Grumbler

- Communicates to raise awareness and therefore inspire proactiveness.

Group C | Cospa-Seeker

- Appeal with products that are cost effective with high performance rates.

Group D | New Normal Adapter

- Offer the opportunity to consider products on a scale as large as their lifestyles and changing life plans.

Kaori Yatsu is head of planning at BBDO Japan