SEATTLE -- There are four key shoppers in the convenience store space, according to a new qualitative research study by Seattle-based ad agency Cole & Weber United—Mr. Jones, the Neighbor, the Last Minute and the Thrillseeker. The study delves into the c-store environment to develop a consumer segmentation model for c-store consumers based on need-states and purchase-triggers.

"Each consumer type corresponds to a distinct marketing challenge," said Mike Doherty, president of Cole & Weber United. "For example, how do we encourage exploration within 'the Last-Minute' segment? How can we help 'the Neighbor' change their consideration set? The c-store environment is a complex world in which consumers make seemingly split-second decisions based on a wide range of stimuli. Our goal was to define this consumer and the various touchpoints in order to better reach them."

Both explicit touchpoints (pump signage, in-store POP, specials, pricing, packaging) and tacit touchpoints (clerk's product knowledge, word of mouth, supply, opinion of other customers, element of surprise) were observed and analyzed to uncover the decision-making process and to help marketers figure out the best way to reach this socially and racially diverse target.

"How marketers apply these findings is key," said Britt Peterson, partner and director of business development at Cole & Weber United. "Whether it's matching a product's packaging style to its intended consumer, focusing on in-store POP or rethinking a price point based on customer type, there are a variety of effective channels for penetrating this unique and profitable environment."

Cole & Weber has roots in the c-store space, having developed successful campaigns for clients including Colt 45, Washington's Lottery, Carlo Rossi and Jones Soda.

The study consisted of four distinct information-gathering approaches: ethnographic audits (videography), consumer interviews, employee/manager interviews and DIY/working behind the counter. The study was conducted in August 2009 over nine days in three geographically diverse cities: Cedar Rapids/Iowa City, Iowa, Henderson, Nevada, and Seattle.

The Palmerston Group, Toronto, is a communications consultancy with specific expertise in qualitative market research involving hard-to-reach demographics. It is a partner to some of the world's leading brands including Facebook, McDonalds, LG, Frito Lay, Dell and Ford Motor Co.