Segmentation test

The segmentation is based on creating groups of individuals by combining the individual’s psychological profile according to the “Big Five” framework with another group of attributes including how the individual relates to external and societal concerns. The first group of characteristics (the “Big Five” measures or “heart”) measures the extent to which the person is (for example) agreeable, compassionate, conscientious or extroverted while the second group (the “head”) 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.

 

Sensible
Traditionalists

Educated
Ambition

Life’s
Tough

Assertive
Materialists

Modest
Life

Social
Creatives

Committed
to caring

Conscientious
Consumption

Serene
Seclusion

Affable
Awareness

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