Looking Glass Introduces New Cohorts

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Looking Glass has released a new version of Cohorts, its household-based consumer segmentation system.

The upgrade adds three segments designed to better reflect current household demographics, thereby enhancing the cost-effectiveness of Cohorts-based marketing programs.

The new segments are:

• Barry and Kathleen: Affluent professional couples, educated, dual-income and childless.

• Andrea: Single moms with careers, successful, professionals.

• Frank and Shirley: Conservative older couples (grandparents and parents) raising children.

Changes also were made to reflect information from the 2000 Census.

Developed with the technical assistance of Northwestern University's integrated marketing communications department, the updated Cohorts uses information from the two premier consumer data companies in the United States, Experian and Equifax.

Through cluster analysis, 30 naturally occurring Cohorts were identified, featuring demographic and lifestyle characteristics. The segments were validated using information from two leading syndicated research companies, Simmons Market Research Bureau and Scarborough Research. Through this validation, the segments were further described by attitudes and consumer behavior.


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