Socio-styles: The New Lifestyles Classification System for Identifying and Targeting Consumers and Markets - Tapa dura

Sinopsis

In today's ever-changing society, the need for marketers and decision-makers to understand consumer motivation is clear, and yet the traditional socio-demographic classifications are becoming increasingly inadequate. Now, using the resources of computer technology, the survey instrument described here takes account of the complexity of human psychology and behaviour within a variety of contexts. Described as a segmentation tool for sociology, marketing and the media, the Socio-Styles System synthesizes data gathered from in-depth surveys to create a typology of lifestyles. The data is presented in diagrammatic form, enabling decision-makers to readily analyze the competitive landscape, identify market niches at a glance and target potential customers with greater accuracy. An outstanding feature of the methodology is its multi-dimensional nature. The text is divided into three parts. Part 1 explains the principles and purposes of the Socio-Styles System and relates it to previous attempts to categorize consumer behaviour patterns; Part 2 shows how survey data is collected and processed mathematically to produce a manageable number of consumer categories; and Part 3 demonstrates the many uses to which the resulting database can be put and gives detailed examples of practical applications of the method.

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