We were always puzzled by segmentation models based on gender or socio-demographics as you clearly have, like in many animal species, different types of men and different types of women.
2mn video about the Hormonal Quotient®, Source: Hormones, Talent, and Career book trailer
The thousands of measurements we performed in over 25 countries, brought to light that prenatal hormones particularly influence consumers’ behavior, traits, and sensory perception. So that shoppers with the same Hormonal Quotient® (HQ) show very similar product preferences.
A segmentation of clients with the Hormonal Quotient® helps solve many business mysteries like:
- Why do some people prefer blue and others red packaging?
- Why do some people prefer competitors’ products?
- Why do we sell less in this country?
The easy answer is: “it’s cultural”, or “it’s linked to emotions”, or “customers just buy because it’s a given brand”, or “it’s marketing”, or “customers are irrational”.
For instance, we know that Bob, system administrator, has a very testosterone driven Hormonal Quotient® (HQ). He enjoys clubbing, and cars. He can also spend a night playing poker or chatting. He has a great nightvision and perception of movements- always useful in gaming!- but a poor taste- pizza, whiskey and/or energy drinks are his best friends. Good news is that, as we understand why Bob behaves that way, we can anticipate his reaction to future products and services and develop the right mix.
We documented the Hormonal Quotient® (HQ) of over 50 target groups including top executives, housewifes, entrepreneurs, purchasing managers, and opinion leaders.
Each individual is strongly influenced by one or more of the 8 Hormonal Quotient® (HQ) profiles.