Food, Beverage, and Nutrition

Manufacturers of products that are targeting consumers’ health and wellness needs including food, beverage, nutraceuticals, and nutritionals.

Food, Beverage, and Nutrition Overview

Segmedica brings a wealth of knowledge and understanding of customers who are interested in health and wellness and purchasing products relating to these. As experts in the fields of health and health-related concerns, we can deliver insights into how people think and feel.  Our core expertise has been developed over decades of research into consumers as healthcare ‘patients.’ 

Now, Segmedica has been formed to use this knowledge and experience in areas such as Nutrition, Food, Beverages, and general health & wellness.  We have particular expertise with the Millennial Generation as well as Baby Boomers, overall covering at least 90% of the market with specialized methods and research results that can be actioned right away. 

Contact us today for more details on how we can help broaden your reach to your customers

Our Services


PersonaSmart is a model of human behavior based on a multilayered analysis of decision making. It goes well beyond “emotional driver” research or attitudinal analysis to apply a scientific and rigorous approach to understanding markets.

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    Within PersonaSmart we separate the elements of human decision making and tackle them logically, one by one:

    • Motivational Values – the fundamental needs of the personality that define personality types and have been validated on a global basis
    • Worldview – a slowly evolving idiosyncratic view of the world; how it works and how each individual can relate to it and get what they need from it
    • Heuristics (also known as Behavioral Economics) – algorithms and bias that we use to make decisions without engaging cognitive resources
    • Language – which develops and wraps itself around world view
    • Context – a major modifier of behaviors

    We have developed a unique model of Motivational Values, Worldview and Heuristics; language and context need to be researched for each set of circumstances.

    By engaging with us you can benefit from our research in this area, while saving time and money to achieve a deeper understanding of your customers, their unmet needs and their experience.

    Contact us today for a presentation of the principles and case studies demonstrating the effectiveness of this unique methodology in practice.

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OnTheWall™ - New and Fresh Insights from Everyone™

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    Social insights really matter in a global and digital world.  xsperient™ brings to you a forum unlike any other.  OnTheWall™ (OTW) is a social platform that is comprised of four elements.

    Consumers from all walks of life, actively engaged in multiple forums:

    Healthy Living
    Living with a Chronic Illness
    Healthcare trends

    What makes OTW different from ‘communities’?

    Features of OTW include:

    Quick access for RapidInsights™
    Short surveys for fast results
    Flexible and customizable
    Managed by MR professionals
    Easy to add other research components

    Benefits of OTW:

    Deeper Insights
    Faster execution when time is short
    Real-time results by observation
    Customized groups for pin-point marketing
    Quick surveys for quick answers
    Flexibility allows customized research to profile exactly your targets

    See how OTW works.  Request access to a community now by contacting us.

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Landscaping (exploratory), Positioning, Messaging, Strategic Assessments and Business Development

For exceptionally high-quality, innovative marketing research, Segmedica provides a wide array of options, depending on your needs.  Some of our featured methods include:

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    SelfInspire® -  Self-moderated research. 

    An exciting, innovative twist on traditional focus groups. When you need content, messages, or to learn more about your markets, SelfInspire® will transform the depth and quality of the insights and answers to all your questions. 

    The concept was invented by one of the Principals of Segmedica and developed over years of practice in the field. It is truly unique and innovative. The technique involves respondent leadership, acuity, active participation, and co-creation, all wrapped into one.


    • More responsibility and energy from respondents
    • Unlikely leaders emerge
    • Language is more pure and meaningful
    • Emotional insights are much deeper
    • Unexpected ideas arise 


    Uses for SelfInspire®

    An excellent tool for message development and testing, profiling exercises, co-creation and similar marketing objectives.

    Learn more about SelfInspire® by contacting us for a demo.

    Semantha™ – Linguistic analysis and Language Interpretation. 

    When you need to know what resonates or what language or voice is needed in your market, Semantha delivers an exceptional and truly different way to analyze and interpret language.  Developed by a team of researchers and later commercialized, Semantha contains elements of both computer algorithms and manual interpretation.  The results are an extensive overview of content and recommendations on how to target a particular market.


    • Results yielding more powerful and directed messages
    • Actionable language
    • Language is more pure and meaningful
    • Emotional insights are much deeper


    Uses for Semantha™

    An excellent tool for message development and testing, positioning, advertising development, and similar marketing objectives.

    Learn more about Semantha by contacting us for a demo.

    SocialInsight™ – Social Media Analysis and Insight

    More than the traditional “sentiment” monitors, SocialInsight combines data with personality. Segmedica is known for its psychological approach to market research. Now, we apply this expertise to social media posts. 

    Our technique is simple yet elegant. We monitor a multitude of social media sites and combine what is being said with why it is being said. Unlike the majority of social media monitors, Segmedica dives deep to uncover themes in conversational language, using psychology-based natural language analysis.  

    Our skills range from simple search and analysis to combining SocialInsight™ with other modalities for a rich set of insights into consumers as patients.

    Our process tracks an individual’s experience to compile a full story on what consumers think and feel.

    We deliver a full report analyzing language and conversations, using Semantha™ as a tool to aid in delivering a deep actionable result.

    Uses for SocialInsight™

    An excellent tool for message development and testing, positioning, advertising development, tracking, and similar marketing objectives.

    Learn more about SocialInsight by contacting us for a demo.

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Product Development & Acquisition

In an increasingly competitive market, it is critically important that the right decisions be made from the beginning of the product or service life cycle.
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    Segmedica can help by providing a wide range of services to fit your needs, from a small-scale, web-based survey to full-scale market sizing.  For product development, conjoint and other advanced analytics can be incorporated to help identify key product specifications or services that should be included and their expected impact on the market. Ethnographic services are also available to see how a product is actually being used or to assess performance. Segmedica's psychometric profiling can add another unique dimension by identifying who is likely to be early adopters.

    The Segmedica Difference:  With its extensive panels and in-house recruitment center, Segmedica is equipped to field projects, even for the most hard-to-reach respondents, quickly and cost-effectively.

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Psychology-Based Research

Segmedica is the leader in developing methods for applying psychology to market research. There is a fundamental difference between emotional and psychological research.

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    The diagram below illustrates how our brains work and how our subconscious minds drive behavior and decision-making.

    Only psychology-based research uncovers the underlying personality of respondents that is critical to understanding not only what is being said, but more importantly, why and within what context.

    Understanding the personality (which rarely changes in an individual throughout his or her life) allows for a much deeper understanding of what is needed and how to fulfill those needs. Emotions are superficial and transient, and research that is not scientifically based can lead to misguided marketing campaigns. Once you understand the psychological makeup of a target market, you can craft messages or define strategies to a much more effective level.

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Benefit from Growing Interest in Healthy Eating

  • Peter Simpson

Groundbreaking research from Segmedica demonstrates how personality impacts healthy or unhealthy eating choices and how to turn this knowledge into more effective marketing and communication.

Whether you are a food manufacturer, or a provider of health services concerned with better and less costly outcomes, this webinar contains…

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The Neuroscience of Creating Lasting Messages

  • Peter Simpson

The first duty of a message is to create a lasting memory. No matter how impactful the message is at delivery, without creating a recallable memory, it isn’t effective.

This isn’t just a matter of simple repetition; the old adage that it takes nine repetitions to create a lasting impression has no science behind it.


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Segmentation That Works: The Roadmap to a Successful Project

  • Peter Simpson

Market segmentation projects are costly and can be risky. In this webinar, we will review the reasons why segmentations can go wrong and alternative approaches to ensure success.

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What Will Healthy Mean in 2022?

  • Peter Simpson

It is time to recognize that COVID-19 is not going to go away. A vaccine is not a magic bullet. From the time a polio vaccine was introduced, it took 24 years to eradicate polio in the US. The emotional scars, economic damage, clinical consequences, and fearfulness will be with us for a long time to come. Consumer behaviors are changing rapidly as…

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Use Behavioral Science to Stretch Your Qualitative Research

  • Peter Simpson

Go beyond conventional interrogational techniques and learn what to look for in an advanced qualitative design. Examples include:

  1. Depersonalization
  2. Observing the neural source of responses
  3. Free language
  4. Focus group dynamics
  5. Role play with live stimuli
  6. Advanced concept testing
  7. Piggyback…

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Segmentation To Go – Case Studies in Off-the-Shelf Segments

  • Peter Simpson

It’s hard to believe, but instant segmentation does work. Based on personality types, they provide a fundamental view of how consumers make purchase and use decisions in the consumer packaged goods and food and beverage markets.

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Prediabetes – A Significant Market Opportunity

  • Peter Simpson

Prediabetes is the largest disease-based market in the US. This presentation will provide new information about Prediabetes and the untapped market opportunities it presents for your industry.

  • 84 million Americans have this condition and only 10% of them are diagnosed.
  • With increasing government and public focus, this market…

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Consumer Food and Beverage Choices as COVID-19 Goes On and On

  • Peter Simpson

Different personality types have very different beliefs and behaviors in selecting food, beverage, and support products. These different personality types also make very different choices even during a major crisis, such as the COVID-19 pandemic. Some see food as fuel for their lifestyles while others see food as medicine and a potential protector…

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Let’s Think Differently about Segmentation

  • Peter Simpson

One size never fits all. Different groups need different marketing approaches.

It raises the question, should we always approach market segmentation the same way? We think not.

This is something for everyone who needs to think more deeply about their market.

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Is Food Fuel, Medicine, or Entertainment?

  • Peter Simpson

Why do people eat what they eat and drink what they drink? Why are some people picky and other bingers? What about food fads? Should we follow or lead in food fashion? Does Goop have a future?

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A Marketing Roadmap for COVID-19

  • Peter Simpson

The significant impacts of COVID-19 have not yet been felt and will take at least two years to play out in the industrialized world.

They will include:

  1. Permanent changes in consumer behaviors across almost all verticals and categories.
  2. Record sovereign debt-to-GDP rations leading to stressed financial systems, higher…

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Trends in Healthy Eating Habits

  • Peter Simpson

Consumers are continually re-thinking their approach to “healthy eating”. While some see food as fuel for their lifestyles, others see food as medicine and a potential protector of their health for dangers like COVID-19. Join us in this webinar to see our latest update on healthy eating in the age of COVID-19.

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Navigating COVID-19 – Consumer Journey and Impact

  • Peter Simpson

What are the opportunities for food and beverage, nutrition, VMS, wellness, pharmacy, and retail in the COVID-19?

xsperient has published a ConnexionPoints® syndicated Consumer Journey for COVID-19 alongside its current and future COVID-19 studies. Built from up to the minute primary fieldwork with patients, caregivers, and HCPs, we document…

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Personality Drives COVID and Post COVID Behaviors

  • Peter Simpson

Your inbox is full of COVID studies, many of them free.

Why should you consider ours? Introducing the first research linking COVID behaviors with personality analysis.

Join us for a 30-minute introduction to the main finding of our new ConnexionPoints® Changing Behaviors in the Face of a Global Health Crisis.

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Emotions, Attitudes, and Bad Science

  • Peter Simpson

This presentation challenges us to think about the way we do research today and with focus on market segmentation.

Basing segmentation on “Rational and Emotional Drivers” and “Attitudes” doesn’t reflect how the brain works and doesn’t provide us with valid and useful tools to produce an actionable…

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Culturally Sensitive Marketing

  • Peter Simpson

Culture is a set of beliefs, standards and norms held by groups who share a common language, art forms, traditions and geographic origins. Underlying this diversity there are clear cultural patterns which should guide product development, marketing and retail environments. Understanding how to frame research to account for cultural variation is key…

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Methodologies for Doing More with Less in the COVID Era

  • Peter Simpson

In this 15 minute mini-webinar we will tell you how to operate with reduced samples, shorter interviews and surveys, and achieve superior results.

For years, xsperient has been applying novel methodologies for understanding and influencing markets. Our accumulated investment in personality-typing has generated significant savings…

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A New Concept in Market Segmentation

  • Peter Simpson

Whether your challenge is retail healthcare, health and wellness products and services, VMS and nutrition, hospitality and food service, or just a lack of time and budget – discover in-depth research insights using alternative segmentation techniques that overcome the problems usually associated with traditional segmentation.

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Added Sugar Part Two – The Imminent Nutrition Crisis/Opportunity (All New Content)

  • Peter Simpson

Awareness that a single breakfast pastry or dessert alone can exceed the safe daily dose of added sucrose is increasing.

This webinar will cover:

•What is the current state of education and persuasion around added sugar?

•Can/should governments and potentially insurance companies, national health systems and…

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Added Sugar – The Imminent Nutrition Crisis/Opportunity

  • Peter Simpson

The average American consumes four times the maximum amount of added sugar in foods and beverages recommended by the WHO and two and half times the daily recommended consumption from the FDA.

We predict an increasing consumer focus on added sugar and assume that the CDC and professional and disease associations will emerge as leaders in promoting…

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Personality and Companion Animal Care

  • Peter Simpson

In this webinar, we will review the contention that there are Dog People and Cat People, and propose a more fundamental personality-driven model. The keys to those behaviors are personality, worldview, and the connected reasons why people have pets.
Join Peter Simpson, one of the Principals at xsperient | Segmedica, for a fresh…

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Link Healthy Nutrition to Consumer Behaviors Using Personality

  • Peter Simpson

PersonaSmart™ is an innovative way of linking personality to decision-making and behavior. This can be directly linked to consumers around their attitudes on healthy foods and nutrition. Simple and effective, it provides actionable results using a unique profiling tool. 

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The Changing Face of the Beauty Industry

  • Anne Lally

Shifts in perceptions of gender and self-expression held by Millennials and now being championed and expanded by Generation Z translate to a widening of markets for cosmetic and personal care companies; this includes men’s grooming products, gender-neutral cosmetics, and an overall emphasis on inclusion across identity markers.
As perceptions…

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Learn How Personality Drives Your Health and Wellness Decisions

  • Anne Lally

If you are in an organization which provides healthcare services, support services or retail services to consumers, this webinar is for you.

We have recently made a breakthrough in showing how personality drives decision making and health behaviors. In this webinar we are using Health and wellness services as an example.

How can you…

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Personality and Healthy Choices - New Research

  • Peter Simpson

In this webinar we present new research findings. We have paired up two of our proprietary methodologies:

•             PersonaSmart™, a personality-based segmentation model of consumers
•            …

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Four Principals of Millennials’ Health and Wellness (FB)

  • Peter Simpson

In this webinar, you will learn about four key principles to help you build your health, wellness, and nutrition marketing initiatives so you can improve your success with Millennial customers. 

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SelfInspire®, Self-Moderating Research

  • Peter Simpson

This webinar will feature SelfInspire® Self-Moderating Groups, a qualitative research method employed when there is a need to delve deep. It offers considerable research benefits, including:
-    Tremendous energy and commitment from respondents of all kinds
-    Unlikely leaders emerge
-  …

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How to Develop a Lexicon

  • Peter Simpson

Language embraces both content and carefully chosen words.

In this webinar we review the science underlying the development of powerful language.

You'll learn how to use market research that influences behavior and creates lasting memories.  

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New Approaches to Segmentation

  • Peter Simpson

How can you achieve a successful Market Segmentation?

Segmentation has many pitfalls and the key to overcoming them 
is understanding the components.

What is an attitude? How does Latent Class Analysis work (in layman's terms)?

Building from there, this webinar session…

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Publications & Media

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What's New - xsperient News & Innovation

Healthy Eating Choices are Driven by Personality

A recent groundbreaking study by xsperient has made the connection between consumer’s personality and their decision processes and choices in healthy eating. Different personality types have been shown to be poles apart when comes to healthy eating. This discovery puts standardized segmentation on the map for food and beverage, nutrition, food service, hospitality and retail grocery and pharmacy.

Imagine Licensing the Last Segmentation You Will Ever Need!

PersonaSmart™ standardized consumer segmentations based on personality are applicable to all markets and built on a validated global tool. This assured solution saves you time, cost and risk.

What is Happening in US Retail Healthcare?

Retail suppliers are flowing into the healthcare delivery market left open by the political vacuum around healthcare reform. The implications are profound but not always obvious. Retailers like CVS Health and now Walmart are taking aim at extensive healthcare delivery operations and, unlike traditional medical practices, they know how to generate customer satisfaction while reducing costs.

SelfInspire® - Innovate through Creation by Your Respondents

Do you seek to conduct market research in a way that encourages free, honest language from your respondents? True uninhibited language and released energy combined to deliver hidden insights. Added benefit - unstructured context provides the social and psychological underpinnings of their decision-making processes.

OnTheWall™ - Communities that Deliver

OnTheWall™ community platform is an innovative market research tool. Configured to collect results and seamlessly move respondents from one research technique to another, it is used in all languages all over the world.

Customer Experience - Using Psychology and Related Science to Understand your Customers

At the Quirks Market Research Conference in March, xsperient gave a session on Science in CX. This talk covered the development of science-based personas to provide superior CX outcomes.

Coming soon – New Results on Personality Impact on Consumer Behaviors

Consumers were recruited across all six PersonaSmart™ personality types and divided into two groups. One group were personality types which are hedonic and seek excitement and stimulation and the other group was made up of those who have a more self-transcendent and conservative nature.

Standardized Market Segmentation Makes an Impact

One of xsperient’s alternative approaches to attitudinal segmentation uses PersonaSmart® Health standardized psychometric models contextualized to a specific condition or situation. This approach can be used alone or combined with more traditional segmentation techniques.

Do You Understand the Retail Healthcare Revolution?

While the US healthcare system is in political limbo the health and wellness consumer is moving forward, demanding more information and access to services.

The retail industry - specifically grocery, pharmacy and big box stores - is reacting to this opportunity with onsite clinics, dietitians, classes and other services.

We’re seeing just the beginning in the rise of the healthcare and wellness retail industry by organizations that already have the attention and trust of the public.

Behavioral Economics – Is it the Answer?

That depends on the question! This topic is “hot” in healthcare and wellness research right now and we applaud that. It’s a powerful and valuable tool. However, when used in isolation it has the power to mislead as well as to inform.

Sugar – The Next Big Thing

That depends on the question! According to the World Health Organization (WHO) the maximum amount of added sugar you should ingest in a day is 25 grams (for women and children) or 37.5 grams (for men). It may not sound like much in grams however it’s six teaspoons and nine teaspoons respectively.

xsperient | Segmedica Launches Upgraded PersonaSmart™ System

xsperient | Segmedica announces the launch of enhanced consumer segmentation scales PersonaSmart™ and PersonaSmart™ Health

xsperient in Demand for Consulting and Keynotes

Our team is frequently called upon to keynote internal company conferences and enter into consulting agreements.

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