A dynamic segmentation of U.S. women during the COVID-19 pandemic

The coronavirus disease 2019 (COVID-19) pandemic has had a vast, but uneven, influence on consumers. Diversity in consumer reactions, and the extent to which those reactions lead to lasting preference and lifestyle changes, present challenges for implementing effective marketing strategies during a period of societal crisis. To address this, we conducted a dynamic segmentation analysis involving over 14,000 U.S. women by assessing relevant psychological, experiential, and other personal factors at multiple time points during the pandemic. This analysis identified seven unique consumer segments who varied in their current and future degree of change, and who indicated responsiveness to specific forms of brand and advertising content. This seven-segment clustering was highly stable over time, suggesting that certain segmentation approaches hold continuing value for marketers even as widespread events like pandemics evolve.