PGM shows us the segments of consumers: their habits, their lifestyle, their values, how they spend their spare time … Through the PGH tool we are able to show the patterns in profiles and habits of consumers. There are two possible ways to analyse the profile of consumer:

      • When we are interested in identification of consumers' segments (segment is not known), we can describe consumer of the brand or trademark very precisely by giving demographical variables , such as : ICT, finances, cars, insurance companies ...)
      • In case we want to analyse some specific segment of consumer (for example: use of shampoo by women with higher income) and we are familiar with the consumer's profile, we can define it or analyse it by using this tool. These segments can be used later on for to analyse brands or trade groups.

The Snowball – graphical presentations

The Snowball represents a graphical representation of consumer profile data. It presents a comparison of two different consumer segments regarding to a set of other variables (e.g. comparison of two segments of brand A and brand B users, regarding to demographics).