Cohorts to Enhance Mediamark Data

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Mediamark Research Inc. said yesterday that it will offer Cohorts household-based market segmentation on its database services.


Mediamark, which provides magazine audience and multimedia research data, releases data from its Survey of the American Consumer Database twice yearly, in the spring and fall.


Cohorts analysis describes customers in terms of demographics, lifestyles and interactions, including what they buy, how much they spend and preferred purchase channels.


Combining Cohorts' consumer knowledge with magazine audience and multimedia research data from Mediamark will let clients identify and understand their key consumer segments in greater depth by tracking media exposure and the use of advertised goods and services. This helps users develop relevant positioning, messaging and offers across the entire media spectrum.


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