Looking Glass Introduces New Cohorts

Share this content:
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.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above