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Segmentation Systems
PSYTE classifies U.S. neighborhoods into 65 unique lifestyle segments developed through statistical clustering methods. Based on the concept that people tend to live near others who share similar demographic attributes and lifestyles, these clusters are groups of households with similar purchasing and behavior patterns. Knowing which clusters people reside within provides a reasonable means of understanding and predicting how they will behave as consumers.
Each descriptive segment or "cluster" represents a neighborhood type with a population that shares similar demographics, pyschographics, and distinct product and service consumption patterns. The clusters were developed using 1990 block-level demographics as well as historical product usage, lifestyle and media data from a variety of sources.
PSYTE is a segmentation system that helps marketers identify and target their best customers to help find new ones like them.
MOSAIC is Experian's multi-national geodemographic segmentation system, available in over twenty countries worldwide. AGS demographics are an integral part of the MOSAIC system within the United States. MOSAIC licenses include a profiling tool authored by AGS and now available in several countries.
LandScape: A New View of Consumers - their "Attitudes"
For decades, retailers have used socio-economic-based market segmentation tools to identify "who" their customers are demographically and "where" they live geographically. While this information remains critical to site selection and other strategic consumer-focused business decisions, new business challenges and pressures have sent companies in search of even more precise consumer measurement tools.
Along with the general socio-economic attributes, each household
also has a set of attitudes that significantly influence its residents'
buying habits. For example, one household may be the first to purchase new
technology, while another may wait years to adopt. STI: LandScape identifies
these "attitudinal" factors, which influence consumers' purchasing
decisions - including everything from their physical activity levels to
their propensity to support a political candidate. In this way, STI: LandScape
brings a uniquely human element to traditional market segmentation research.
