New Zealanders grouped by age, life-stage and socio-economic status to easily understand consumers’ needs and motivations
AUCKLAND: 22 July, 2014 – Nielsen, a leading global provider of information and insights into what consumers watch and buy has today announced it will launch RDA Research’s geoTribes segmentation within its Consumer and Media Insights (CMI) service.
Fifteen ‘Tribes’ or segments have been created using age, life-stage and socio-economic status to reflect different elements of the population.
In confirming the arrangement, Robert Dommett, Technical Director of RDA Research, and the founder of geoTribes said, “In introducing the 2014 geoTribes to New Zealand, media owners will be able to enhance monetization by using the segments to give a deeper understanding of their audiences’ needs and motivations. Planners and marketers will use geoTribes to build more effective audience-driven strategies. They can integrate local area marketing with media planning, market research and database profiling through an underlying needs framework.”
Kate Terry, Regional Director of Consumer and Media Insights said geoTribes provides a unique view on consumers and how to connect with them. “The Tribes offers something different. Unlike other segmentations, it can be activated for brands or locations quickly and easily. You can analyse the segments through CMI databases or explore geographically through geoTribes online mapping tool. It’s a tremendous opportunity to understand consumers at a person-level, from career orientated Crusaders to those with more Slender Meanz.”
The Industry Review Group welcomes the introduction and sees it as a timely enhancement of the existing Consumer and Media Insights service. “The world around us has changed and this new segmentation reflects modern New Zealand. It highlights our focus and commitment, with Nielsen, to provide the industry with best in class measurement and insights”, commented Barry Williamson, Chair of the Group.
The geoTribes segmentation will be in the New Zealand market, aligned with Consumer and Media Insights (CMI), from August 2014.
|ROCKAFELLAS||Affluent mature families|
|ACHIEVERS||Ambitious younger and middle aged families|
|FORTUNATS||Financially secure retirees and pre-retirees|
|CRUSADERS||Career-oriented singles and couples|
|PREPPIES||Mature children of affluent parents|
|INDEPENDENTS||Young singles and couples|
|SUBURBAN SPLENDOUR||Middle class mature families|
|TWIXTERS||Mature children living at home|
|DEBTSTARS||Financially extended younger families|
|BOOMERS||White collar post family pre-retirees|
|TRUE BLUES||Blue collar mature families and pre-retiree singles or couples|
|STRUGGLEVILLE||Struggling young and middle aged families|
|GREY POWER||Better off retirees|
|SURVIVORS||Retirees living on minimal incomes|
|SLENDER MEANZ||People living in underprivileged circumstances|
RDA Research’s class leading segmentation and knowledge integration solution for marketers who have address and age data. geoTribes is a person-level geodemographic segmentation system that combines age, location and human needs to create 15 groups or tribes.
- A readily understood and used framework that brings together data visualisation, customer engagement, content marketing, retail network analysis, and local area marketing
- Segments are based on lifecycle stage and socio-economic status – key drivers of needs arousal and solution choice. These segments are distinguished by their underlying need states and have distinct psychological profiles
- It allows corporations to create their own customised segmentation schemes for both strategic planning and tactical marketing
- Ideal for products and services with a lifecycle stage loading, due to its incorporation of factual age
ABOUT NIELSEN CONSUMER AND MEDIA INSIGHTS (CMI)
CMI provides a 360 degree view of the New Zealand consumer. It has moved consumer market intelligence beyond traditional demographics to include psychographics, interests and attitudes, product and service usage and media usage. This wealth of insights sits alongside currency data for television, print and household expenditure. At its core sits a nationally representative, independently audited, survey of 12,000 face-to-face interviews of New Zealanders aged 10+ which is conducted in conjunction with the National Readership Survey.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television, and other media measurement, online intelligence, mobile measurement, trade shows, and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.