emma incorporates two industry standard consumer segmentations: geoTribes from RDA Research and Mosaic from Experian. All media and consumer data in emma can be profiled against these segment types ensuring compatibility with client specified audience segments and integration with digital and programmatic media environments.
Meet the geoTribes Australia
(Click the image below)
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The Scope10 segmentation was developed by Ipsos Mind and Mood. It is based on an individual’s psychological profile according to a framework of attributes including how the individual relates to external and societal concerns. The primary group of characteristics measures the extent to which the person is agreeable, compassionate, conscientious or extroverted while the secondary group provides a measure of the person’s attitudes towards key social issues, such as the economy, immigration and education.
The classification of each individual on these dimensions results in each person being attributed to one of the 10 segments and creates an insightful study of the contemporary Australian consumer. To find out more about each segment click on the images below.