Video consisting of clips of interviews with Sainsbury's customers speaking about the food they cook and buy. The customers are divided by onscreen titles initially naming the type of shopper and identifying what percentages of total customers and spend they represent: "Traditional", "Foodie", "Health Conscious", "Less Affluent Family", "More Affluent Family", "Cash Rich Time Poor". The last six minutes of the video show clips of customers talking about the types of food they buy, titled onscreen as: "Economy", "Foods of the World", "New Family", "Keen Organics". A note on the tape reads "edited version will be shorter and have better picture quality".
Duration: 17 minutes 30 seconds.
Video recordings of focus groups and vox pops for market research
"Customer Segmentation 2001" video
- Ref. No: SA/MARK/1/16/7
- Date: 2001
- Level: File
- Extent: 1 file
- Access: Open
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