The Natural Marketing Institute (NMI) and The Nielsen Company of Canada entered into an agreement wherein Nielsen Canada will now utilize LOHAS segmentation model in its Canadian Homescan Panel, which will be available in early 2009. In addition, NMI will field a Canadian version of its LOHAS Consumer Trends Database survey. The survey will be conducted in both English and French and include a minimum of 1,000 general population adults 18 years and older. NMI is accepting sponsors for the study, which will field in April 2009 with data and insights available in June 2009.
The Canadian study will quantify the size of the consumer base for environmentally responsible products and services; measure the importance of the environment, society and corporate social responsibility; explore environmentally conscious behavior; determine consumer usage of LOHAS products and services; and more.
In related news, NMI has hired Jorge Santos as vice president of strategic consulting, based in Ontario. Prior to joining NMI, Mr. Santo’s 30-year career was focused on marketing and new product development leadership roles with several companies, including Accenture, MasterFoods (Mars) and RJR Nabisco. More info: www.NMIsolutions.com