RDA Research started as a market research company 30 years ago and we spent our first fifteen years providing large quantitative market research studies to corporate clients. Fifteen years ago we developed geoTribes, a geodemographic segmentation with a revolutionary new person-level architecture and tagging system.
The geoTribes segmentation has been a favourite of insights managers and market researchers in Australia where it's used to enhance corporate CRM databases and market research surveys, for geospatial analytics and in media planning systems.
Because geoTribes is agnostic to cultural background, we have been able to make a consistent needs-based scheme for multiple countries; Australia, New Zealand, United Kingdom, Canada and USA and also avoid conflict with digital and social media platform policies relating to area-based targeting.
Why geoTribes Segmentation Works
geoTribes segmentation is based on a sophisticated spatial model that combines national census and public microdata and is updated regularly for population changes. Based on these non-PII sources, we extract two key drivers of consumer purchasing behaviour, media consumption and psychology, being socioeconomic status (SES) and lifecycle stage.
Socioeconomic status, based on Education, Occupation and Main Earner Income is a discriminating measure of consumers’ capacity to purchase better quality goods and services, enjoy a broader range of lifestyle experiences and engage in more sophisticated need states. The needs variation across the SES spectrum can be categorized in terms or Maslow’s Hierarchy, with basic and safety needs dominating consumers in the lower strata, where non-discretionary purchases, poorer health and the desire for a ‘better life’ prevail.
Higher SES consumers have an expanded range of self-fulfillment needs such as better fitness and health, cultural experiences, travel, culinary sophistication, household and health services, elite education and personal development, prestige motor vehicles other discretionary purchases.