Demographic data provides information about basic human characteristics of a market or population. Demographic segmentation divides consumers into groups based on variables such as age, gender, income, occupation, stage in lifecycle, generation, nationality, race or ethnicity, religion, and social class.
Psychographics, also known as the IAO variable (interest, activities, and opinions), is not quantitative and does not use simple numbers and figures. It classifies the target market's feeling toward consumer goods (e.g., what they want & why, how they carry on their everyday lives, what they value, how they make choices when it comes to what they purchase, etc.) by groups of people based on attitudes or beliefs and is sometimes referred to as "lifestyles." This category builds on demographics which look at groups based on quantifiable things like race, age, income, etc.
DEMOGRAPHICS
CONSUMER SEGMENTATION SYSTEMS
- Claritas lifestyle segmentation systems define every household in the U.S. by distinct lifestyle types, called "segments," to provide a comprehensive picture of who lives where and what they are like. Information on Claritas PRIZM Premier (shopping), Claritas P$YCLE (financial and technology preferences), and Claritas ConneXions (media habits). Case studies on using segmentations. FAQs. ZIP Code Look-up tool.
- Divides all U.S. residential neighborhoods into segments based upon socioeconomic & demographic characteristics which are then grouped in LifeMode Summary Groups describing lifestyle & lifestage, and Urbanization Summary Groups describing affluence & population density. An ESRI ZIP Code Look-up tool is available.
Retail Insight Center, National Retail Federation
- Reports on consumer spending, shopping habits, media influence on shopping and more
Personal Income and Outlays (Section 2), U.S. Bureau of Economic Analysis (BEA)
CONSUMER TRENDS
- Reports on global innovations
- Source for global innovation intelligence
