Nielsen Launches Geotribes Segmentation
New Zealanders grouped by age, life-stage and socio-economic status to easily understand consumers’ needs and
motivations
AUCKLAND: 22 July, 2014 – Nielsen, a leading global provider of information and insights into what consumers watch and buy has today announced it
will launch RDA Research’s geoTribes segmentation within its Consumer and Media Insights (CMI) service.
Fifteen ‘Tribes’ or segments have been created using age, life-stage and socio-economic status to reflect different
elements of the population.
In confirming the arrangement, Robert Dommett, Technical Director of RDA Research, and the founder of geoTribes said,
“In introducing the 2014 geoTribes to New Zealand, media owners will be able to enhance monetization by using the
segments to give a deeper understanding of their audiences' needs and motivations. Planners and marketers will use
geoTribes to build more effective audience-driven strategies. They can integrate local area marketing with media
planning, market research and database profiling through an underlying needs framework.”
Kate Terry, Regional Director of Consumer and Media Insights said geoTribes provides a unique view on consumers and how
to connect with them. “The Tribes offers something different. Unlike other segmentations, it can be activated for brands
or locations quickly and easily. You can analyse the segments through CMI databases or explore geographically through
geoTribes online mapping tool. It’s a tremendous opportunity to understand consumers at a person-level, from career
orientated Crusaders to those with more Slender Meanz.”
The Industry Review Group welcomes the introduction and sees it as a timely enhancement of the existing Consumer and
Media Insights service. “The world around us has changed and this new segmentation reflects modern New Zealand. It
highlights our focus and commitment, with Nielsen, to provide the industry with best in class measurement and insights”,
commented Barry Williamson, Chair of the Group.
The geoTribes segmentation will be in the New Zealand market, aligned with Consumer and Media Insights (CMI), from
August 2014.
ROCKAFELLAS Affluent mature families
ACHIEVERS Ambitious younger & middle aged families
FORTUNATS Financially secure retirees & pre-retirees
CRUSADERS Career-oriented singles & couples
PREPPIES Mature children of affluent parents
INDEPENDENTS Young singles & couples
SUBURBAN SPLENDOUR Middle class mature families
TWIXTERS Mature children living at home
DEBTSTARS Financially extended younger families
BOOMERS White collar post family pre-retirees
TRUE BLUES Blue collar mature families & pre-retiree
singles or couples
STRUGGLEVILLE Struggling young & middle aged families
GREY POWER Better off retirees
SURVIVORS Retirees living on minimal incomes
SLENDER MEANZ People living in underprivileged circumstances
About geoTribes
RDA Research’s class leading segmentation and knowledge integration solution for marketers who have address and age
data. geoTribes is a person-level geodemographic segmentation system that combines age, location and human needs to
create 15 groups or tribes.
• A readily understood and used framework that brings together data visualisation, customer engagement, content
marketing, retail network analysis, and local area marketing
• Segments are based on lifecycle stage and socio-economic status - key drivers of needs arousal and solution choice.
These segments are distinguished by their underlying need states and have distinct psychological profiles
• It allows corporations to create their own customised segmentation schemes for both strategic planning and tactical
marketing
• Ideal for products and services with a lifecycle stage loading, due to its incorporation of factual age
ends