Marketing Communications

132 CHAPTER 4 TARGET GROUPS

characteristics (playing sports, going to the theatre or restaurant) are linked to a person’s

personality (e.g. a risk-averse person will not take up dangerous sports). Lifestyle measurement

is based on the activities, interests and opinions (AIO) of consumers. AIO combine internal

and external characteristics to map the lifestyle of a consumer. Activities include how people

spend their money and time, e.g. work, leisure, product use, shopping behaviour, etc. Interests

can be in fashion, housing, food, cars, culture, etc. Opinions are attitudes, preferences and ideas

on general subjects such as politics or economics, on more specifi c subjects or on oneself and

one’s family.

In July 2008 InSites Consulting studied the lifestyle of the Dutch youth population (aged 14–24) for MTV Networks.

The basis for this psychographic segmentation was Schwartz’s theory of human values, and InSites measured the

ten values (universalism, benevolence, conformity, tradition, security, power, achievement, hedonism, stimulation

and self-direction) using a K -means clustering based on utilities scores for the different Schwartz value statements.

Six psychographic clusters within this young population in the Netherlands were found:

z popu kids: 20% of the Dutch 14–24 year olds

z hedonists: 25%

z social explorers: 14%

z idealists: 6%

z conservatives: 17%

z wizz kids: 20%

Popu kids (20%)

Popu kids score high on achievement and stimulation. They feel it is important to be the best and attach great value to

the brands of clothes they are wearing. They are quite self-confident and popular; 62% are male. Popu kids are inter-

ested in gaming, computers, mechanics and new technologies, fitness and football. They tend to drink a lot when going

out. Important brand characteristics to them are: representing a high status; and an image of luxury and glamour.

Hedonists (25%)

Hedonists have high scores on the Schwartz values hedonism, stimulation and self-direction. They feel they have

to live now and prefer to be out of the house as much as possible. They like nightlife and partying, hanging around

and going to pubs. Online they look for new music, recommended by peer youngsters. Luxury, glamour and safety

are brand attributes that hedonists do not like at all.

Social explorers (14%)

Social explorers have higher scores on values such as stimulation, self-direction and universalism. They also feel it

is important to be the best but would like to make the world a better place and are open and tolerant to youngsters

that are different. They love to meet lots of new people, like to play musical instruments or perform on stage; 62% are

female. Social explorers are interested in cooking, music festivals (such as the Dutch festival Pinkpop), concerts, playing

music, dancing, art and culture, adventurous travel and psychology. They love visiting friends or acquaintances.

In brands they want to identify with, they tend to appreciate social awareness and corporate responsibility.

RESEARCH INSIGHT

Value segmentation of young people in the Netherlands

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