Client just completed a survey to make a customer analysis and based on the data below, they need to analyze in order to conduct a market segmentation for a new startup: an all-natural and holistic hair loss supplement. They have two core products, one for men and one for women, which are both priced at $75 / month and currently marketed through direct-to-consumer online channels. The clients research objectives are simply:

Review data tables and identify which segments (Women 1, Women 2, Women 3, Women 4 and Men 1, Men 2 and Men 3) to target for an upcoming PR event campaign in order to receive the greatest ROI and lowest customer acquisition cost.

Methodology: Sample of n=2000 US men and women concerned about hair loss in the summer of 2020 in an online survey. The margin of error is +/-2.08% for the entire sample, and larger for segments

How old are you? Column % Men 1 Men 2 Men 3 All Women 139 20% Women 1 396 Women 2 26% Women 3 796 Women 4 1396 18-24 Men 1396 25% 1296 15% 2796 25-34 3596 2696 396 996 10% 35% 3396 1996 2796 1396 996 35-44 20% 22% 2896 20% 1896 19% 20% 179 1996 20% 20% 45-54 55-64 1796 696 1796 396 13% 32% 096 15% 28% 14% 22% 12% 14% 187 3496 096 10% 296 17% 6% 65-74 Columnn 15% 1079 99% 921 322 321 249 286 315 320 Men and women can face a number of health and appearance-related concerns. How much do each of these concern you personally? Column All Women Women Women Women All Women 1 2 3 Men 1 4 Men 2 Men Men 3 Hair thinning or hair loss Very concerned 4796 3296 34% 7796 6296 45% 6796 25% 46% Somewhat concerned 53% 689 66% 2396 38% 55% 33% 75% 54% Not concerned 096 096 0% 096 096 0% 096 096 096 Maintaining a steady weight Very concerned 49% 37% 45% 61% 59% 4396 639 34% 35% Somewhat concerned 41% 47% 45% 3096 37% 4496 3296 4796 51% Not concerned 10% 1696 11% B% 496 1396 696 1996 149 Wrinkles or sagging skin Very concerned 4096 34% 299 6096 46% 329 5696 14% 2896 Somewhat concerned 45% 54% 46% 349 39% 4296 3696 4296 4796 Not concerned 1696 129 25% 696 15% 26% 8% 4396 25% High blood pressure Very concerned 319 289 26% 379 36% 4096 579 25% 39% Somewhat concerned 3896 39% 2996 3696 41% 49% 42% Not concerned 319 3396 30% 34% 2896 19% 1296 26% 1996 Maintaining strength and stamina Very concerned 42% 38% 32% 56% 50% 46% 64% 33% 44% Somewhat concerned 48% 52% 55% 3996 39% 439 3096 55% 43% Not concerned 10% 1196 12% 596 12% 11% 796 129 13% Column 1079 322 321 187 249 921 286 320 3296 315 Which best describes you? Column % All Women Women 1 Women 2 Women 3 Women 4 All Men Men 1 Men 2 Men 3 30% 24% 2996 379 35% 3896 66% 1696 35% 57% 5996 55% 589 5496 5096 28% 6496 5596 It's important that the products I use are natural organic / toxin-free Having products that are natural is nice to have, but not a deciding factor for me It's not important that my products are all-natural/ organic/toxin-free Columnn 1396 179 17% 496 10% 12% 696 1996 996 1079 322 321 187 249 921 286 315 320 Women Men 1 Men 2 Men 3 Women 4 18% All Men 1896 896 396 3396 1796 2996 42% 4196 4896 5296 1796 3796 3296 3496 1796 2296 How many vitamins or supplements do you take a day? Column % All Women Women Women 1 2 0 2096 149 3396 1-2 supplements 4396 3696 51% 3-4 supplements 2296 3196 996 5-6 supplements 9% 10% 596 7-8 supplements 3% 496 1% 9-10 supplements 1% 2% 096 More than 10 supplements 2% 096 Don't know 1% 196 1% Column 1079 322 321 2396 996 1496 896 1796 396 296 896 296 796 296 396 1% 4% 3% 2% 6% 296 3% 0% 2% 1% 1% 296 29 1% 0% 1% 1% 096 1% 1% 187 249 921 286 315 320 All Men Men 1 Men 2 Men 3 5196 62% 4496 4896 Which approach best describes your attitude toward vitamins or supplements? Column All Women Women Women Women Women 1 2 3 4 I take multivitamins / supplements as a general 4496 46% health and wellness 4296 40% 4696 measure I take specific vitamins and supplements to target certain aspects of my 3696 249 529 3596 health or specific parts of my body I do not take vitamins or 2196 15% 3496 896 19% supplements Columnnn 1079 322 321 187 249 3996 30% 35% 2296 3396 1996 396 34% 18% 921 286 315 320 Which best describes you? Column % Women All Women Women 51 Women 2 Women 4 All Men Men 1 Men 2 Men 3 2796 26% 2096 40% 2896 33% 4996 2096 32% 3896 41% 34% 42% 379 35% 439 2896 36% I am very knowledgeable about the ingredients that make up my supplements I feel like I should be more knowledgeable about the ingredients that make up my supplements I'm not concerned about the ingredients that make up my supplements - as long as they work I do not take supplements Column 14% 1896 129 10% 169 13% 696 1896 1396 21% 3496 896 19% 39 1896 1596 322 1996 921 349 315 1079 321 187 249 286 320 Please select the statement you most agree with: Column Women Women All Women Women 1 Women 4 All Men Men 1 Men 2 Men 3 30% 2396 1996 6896 2396 2496 4096 1196 2396 2396 2396 229 16% 30% 2196 20% 1896 24% I am proactive about anti- aging measures I tend to react to signs of aging, rather than taking proactive measures I mostly accept of signs of aging, as long as they are appropriate for my stage in life I am not concerned about the effects of aging on my appearance Column 39% 4896 45% 1496 4196 45% 3196 5596 4796 896 796 1396 2% 696 10% 896 1696 6% 1079 322 321 187 249 921 286 315 320 If you were to look at your annual expenditure on services/products that you feel help you look and feel good, what categories would be most prominent? Column Women Women 2 Women Women 3 4 All Women 2296 All Men Men 1 Men 2 Men 3 13% 2296 26% 2896 35% 4896 2296 35% 3796 40% 4096 2796 36% 19% 2896 3996 22% 4196 2396 1196 26% 329 1896 30% 696 1896 10% 696 896 14% 1796 10% 1896 396 996 Personal Trainer / Gym Membership Hair Stylists Spa Treatments Plastic Surgery / Cosmetic Procedures Beauty / Cosmetic Products Vitamins / Supplements Hair Loss Solutions None of the above Column 5396 4796 5196 6896 51% 22% 36% 996 21% 55% 5896 4496 6796 5896 62% 72% 51% 6396 1596 12% 3996 319 38% 12% 28% 2296 8% 2696 12% 7% 11% 4% 8% 296 26% 896 1079 322 321 187 249 921 286 315 320 Women 4 All Men Men 1 Men 2 Men 3 62% 49% 5696 49% 2196 41% 3796 2096 696 2196 796 119 8% 18% 1% Approximately how much do you spend in each category every month? Columns All Women Women Women Women 2 3 Beauty / Cosmetic Products Under $75 6796 72% 6796 6596 $75-$149 1696 1396 15% 1796 $150 or more 7% 2% 496 1296 Not sure / Don't purchase 1096 1296 1396 6% monthly Vitamins / Supplements Under $75 6896 72% 68% $75-$149 11% 996 796 149 $150 or more 5% 4% 396 796 Not sure / Don't purchase 1696 1596 monthly 24% 1196 Hair Loss Solutions 796 22% 396 44% 16% 6696 549 5796 6196 5596 19% 48% 3296 1996 179 896 20% 7% 396 1194 1095 1196 14% 1% 329 996 Under $75 46% 37% 4096 5896 55% 41% 23% 4896 296 596 896 1396 396 5296 25% 14% 696 4% 15% 14% 696 2% 2% 496 696 046 496 $75-$149 $150 or more Not sure / Don't purchase monthly Column 4496 5896 53% 3096 26% 3996 996 7496 3296 1079 322 321 187 249 921 286 315 320 If you were looking for products to help with looking and feeling your best, where would you look? Column % Men 1 Men 2 Men 3 All Women 30% Women 1 1796 15 Women 2 36% 796 Women 3 36% 18% Women 4 33% All Men 29% 20% 4596 1396 32% 1396 15% 329 11% 18% 14% 1196 10% 1796 209 19% 31% 9% 1996 696 696 496 89% 14% 2396 796 13% 696 3596 2096 11% 1996 24% 33% 2796 28% 14% 3396 2596 3396 43% 329 3296 4096 32% 22% Social Media Television Advertisements Television Programs (se Good Morning America, Dr. Oz, etc.) Newspapers Magazines Websites / Blogs Online Forums Web Searches (.e. Google, Bine Medical spa Doctor's office (plastic surgeon, dermatologist, etc.) Other (specify) Don't know 3496 19% 12% 1896 29% 23% 2296 1396 22% 46% 4296 43% 55% 46 43% 41% 439 45% 1296 5% 1196 1796 1896 1696 319 3% 16% 26% 2096 22% 3696 3396 30% 319 249 34% 2% 1% 396 196 0% 296 1496 2% 696 396 2396 0% 696 20% 15% 10% 11% 396 Column 1079 322 321 187 249 921 286 315 320 How old are you? Column % Men 1 Men 2 Men 3 All Women 139 20% Women 1 396 Women 2 26% Women 3 796 Women 4 1396 18-24 Men 1396 25% 1296 15% 2796 25-34 3596 2696 396 996 10% 35% 3396 1996 2796 1396 996 35-44 20% 22% 2896 20% 1896 19% 20% 179 1996 20% 20% 45-54 55-64 1796 696 1796 396 13% 32% 096 15% 28% 14% 22% 12% 14% 187 3496 096 10% 296 17% 6% 65-74 Columnn 15% 1079 99% 921 322 321 249 286 315 320 Men and women can face a number of health and appearance-related concerns. How much do each of these concern you personally? Column All Women Women Women Women All Women 1 2 3 Men 1 4 Men 2 Men Men 3 Hair thinning or hair loss Very concerned 4796 3296 34% 7796 6296 45% 6796 25% 46% Somewhat concerned 53% 689 66% 2396 38% 55% 33% 75% 54% Not concerned 096 096 0% 096 096 0% 096 096 096 Maintaining a steady weight Very concerned 49% 37% 45% 61% 59% 4396 639 34% 35% Somewhat concerned 41% 47% 45% 3096 37% 4496 3296 4796 51% Not concerned 10% 1696 11% B% 496 1396 696 1996 149 Wrinkles or sagging skin Very concerned 4096 34% 299 6096 46% 329 5696 14% 2896 Somewhat concerned 45% 54% 46% 349 39% 4296 3696 4296 4796 Not concerned 1696 129 25% 696 15% 26% 8% 4396 25% High blood pressure Very concerned 319 289 26% 379 36% 4096 579 25% 39% Somewhat concerned 3896 39% 2996 3696 41% 49% 42% Not concerned 319 3396 30% 34% 2896 19% 1296 26% 1996 Maintaining strength and stamina Very concerned 42% 38% 32% 56% 50% 46% 64% 33% 44% Somewhat concerned 48% 52% 55% 3996 39% 439 3096 55% 43% Not concerned 10% 1196 12% 596 12% 11% 796 129 13% Column 1079 322 321 187 249 921 286 320 3296 315 Which best describes you? Column % All Women Women 1 Women 2 Women 3 Women 4 All Men Men 1 Men 2 Men 3 30% 24% 2996 379 35% 3896 66% 1696 35% 57% 5996 55% 589 5496 5096 28% 6496 5596 It's important that the products I use are natural organic / toxin-free Having products that are natural is nice to have, but not a deciding factor for me It's not important that my products are all-natural/ organic/toxin-free Columnn 1396 179 17% 496 10% 12% 696 1996 996 1079 322 321 187 249 921 286 315 320 Women Men 1 Men 2 Men 3 Women 4 18% All Men 1896 896 396 3396 1796 2996 42% 4196 4896 5296 1796 3796 3296 3496 1796 2296 How many vitamins or supplements do you take a day? Column % All Women Women Women 1 2 0 2096 149 3396 1-2 supplements 4396 3696 51% 3-4 supplements 2296 3196 996 5-6 supplements 9% 10% 596 7-8 supplements 3% 496 1% 9-10 supplements 1% 2% 096 More than 10 supplements 2% 096 Don't know 1% 196 1% Column 1079 322 321 2396 996 1496 896 1796 396 296 896 296 796 296 396 1% 4% 3% 2% 6% 296 3% 0% 2% 1% 1% 296 29 1% 0% 1% 1% 096 1% 1% 187 249 921 286 315 320 All Men Men 1 Men 2 Men 3 5196 62% 4496 4896 Which approach best describes your attitude toward vitamins or supplements? Column All Women Women Women Women Women 1 2 3 4 I take multivitamins / supplements as a general 4496 46% health and wellness 4296 40% 4696 measure I take specific vitamins and supplements to target certain aspects of my 3696 249 529 3596 health or specific parts of my body I do not take vitamins or 2196 15% 3496 896 19% supplements Columnnn 1079 322 321 187 249 3996 30% 35% 2296 3396 1996 396 34% 18% 921 286 315 320 Which best describes you? Column % Women All Women Women 51 Women 2 Women 4 All Men Men 1 Men 2 Men 3 2796 26% 2096 40% 2896 33% 4996 2096 32% 3896 41% 34% 42% 379 35% 439 2896 36% I am very knowledgeable about the ingredients that make up my supplements I feel like I should be more knowledgeable about the ingredients that make up my supplements I'm not concerned about the ingredients that make up my supplements - as long as they work I do not take supplements Column 14% 1896 129 10% 169 13% 696 1896 1396 21% 3496 896 19% 39 1896 1596 322 1996 921 349 315 1079 321 187 249 286 320 Please select the statement you most agree with: Column Women Women All Women Women 1 Women 4 All Men Men 1 Men 2 Men 3 30% 2396 1996 6896 2396 2496 4096 1196 2396 2396 2396 229 16% 30% 2196 20% 1896 24% I am proactive about anti- aging measures I tend to react to signs of aging, rather than taking proactive measures I mostly accept of signs of aging, as long as they are appropriate for my stage in life I am not concerned about the effects of aging on my appearance Column 39% 4896 45% 1496 4196 45% 3196 5596 4796 896 796 1396 2% 696 10% 896 1696 6% 1079 322 321 187 249 921 286 315 320 If you were to look at your annual expenditure on services/products that you feel help you look and feel good, what categories would be most prominent? Column Women Women 2 Women Women 3 4 All Women 2296 All Men Men 1 Men 2 Men 3 13% 2296 26% 2896 35% 4896 2296 35% 3796 40% 4096 2796 36% 19% 2896 3996 22% 4196 2396 1196 26% 329 1896 30% 696 1896 10% 696 896 14% 1796 10% 1896 396 996 Personal Trainer / Gym Membership Hair Stylists Spa Treatments Plastic Surgery / Cosmetic Procedures Beauty / Cosmetic Products Vitamins / Supplements Hair Loss Solutions None of the above Column 5396 4796 5196 6896 51% 22% 36% 996 21% 55% 5896 4496 6796 5896 62% 72% 51% 6396 1596 12% 3996 319 38% 12% 28% 2296 8% 2696 12% 7% 11% 4% 8% 296 26% 896 1079 322 321 187 249 921 286 315 320 Women 4 All Men Men 1 Men 2 Men 3 62% 49% 5696 49% 2196 41% 3796 2096 696 2196 796 119 8% 18% 1% Approximately how much do you spend in each category every month? Columns All Women Women Women Women 2 3 Beauty / Cosmetic Products Under $75 6796 72% 6796 6596 $75-$149 1696 1396 15% 1796 $150 or more 7% 2% 496 1296 Not sure / Don't purchase 1096 1296 1396 6% monthly Vitamins / Supplements Under $75 6896 72% 68% $75-$149 11% 996 796 149 $150 or more 5% 4% 396 796 Not sure / Don't purchase 1696 1596 monthly 24% 1196 Hair Loss Solutions 796 22% 396 44% 16% 6696 549 5796 6196 5596 19% 48% 3296 1996 179 896 20% 7% 396 1194 1095 1196 14% 1% 329 996 Under $75 46% 37% 4096 5896 55% 41% 23% 4896 296 596 896 1396 396 5296 25% 14% 696 4% 15% 14% 696 2% 2% 496 696 046 496 $75-$149 $150 or more Not sure / Don't purchase monthly Column 4496 5896 53% 3096 26% 3996 996 7496 3296 1079 322 321 187 249 921 286 315 320 If you were looking for products to help with looking and feeling your best, where would you look? Column % Men 1 Men 2 Men 3 All Women 30% Women 1 1796 15 Women 2 36% 796 Women 3 36% 18% Women 4 33% All Men 29% 20% 4596 1396 32% 1396 15% 329 11% 18% 14% 1196 10% 1796 209 19% 31% 9% 1996 696 696 496 89% 14% 2396 796 13% 696 3596 2096 11% 1996 24% 33% 2796 28% 14% 3396 2596 3396 43% 329 3296 4096 32% 22% Social Media Television Advertisements Television Programs (se Good Morning America, Dr. Oz, etc.) Newspapers Magazines Websites / Blogs Online Forums Web Searches (.e. Google, Bine Medical spa Doctor's office (plastic surgeon, dermatologist, etc.) Other (specify) Don't know 3496 19% 12% 1896 29% 23% 2296 1396 22% 46% 4296 43% 55% 46 43% 41% 439 45% 1296 5% 1196 1796 1896 1696 319 3% 16% 26% 2096 22% 3696 3396 30% 319 249 34% 2% 1% 396 196 0% 296 1496 2% 696 396 2396 0% 696 20% 15% 10% 11% 396 Column 1079 322 321 187 249 921 286 315 320