Co-op Food: Segmentation Videos

How Co-op Food used video to embed and illustrate their shopper segmentation

Co-op Food had undertaken a market segmentation and identified 6 key audience types. They approached us to help them bring these varying shopper groups to life, both for internal colleagues and strategic partners.

We carefully recruited 12 participants who matched the key characteristics of each of the 6 segments, with a male and female for each. We spent a couple of hours with each respondent, discussing their attitudes and behaviours around shopping for food and filming a range of shots to illustrate who they were, what their worlds looked like, and the types of foods they cooked at home.



We produced 6 engaging segment films which encapsulated the key characteristics of each shopper persona, from those who wanted quick, easy, or cost-effective meal solutions through to those who were more creative and adventurous with their cooking.

As well as the segmentation summary videos, we also created a series of short insight videos for each segment (24 in total), that illustrated their attitudes and behaviours in relation to specific shopper motivations such as convenience and price.

The films are being used in a series of presentations with key strategic partners of Co-op Food, such as media agencies. They are also being shared internally to help embed the insight attained from the customer segmentation research.


The project was brilliantly managed by VPI from start to finish. They responded very quickly throughout, were flexible and helpful in guiding the project and delivered a great final output. The videos have been extremely well received by our stakeholders and have been critical in bringing our segmentation to life.

Head of Retail Insight

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