Looking Glass Introduces New Cohorts

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Acxiom East?

Acxiom East?

Ogilvy & Mather launches OgilvyAmp, a think tank for data-driven marketers headed by expatriates from Little Rock's best-known data company.

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.

One Third of Companies Fail to Measure Data Quality ROI

One Third of Companies Fail to Measure Data ...

Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.