Word: mediamark
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Dates: during 2003-2003
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...prime example is LifeMatrix, a psychographic-marketing tool launched in December 2002 by market-research giants RoperASW and Mediamark Research (both owned by NOP World). LifeMatrix considers hundreds of personal variables, including religious affiliation and political leaning, and uses them to sort people into 10 basic psychographic categories with jargon-rich titles like "priority parents" and "tribe wired." To each category is attached a battery of personality traits and purchasing preferences. Are you a working mom trying to balance job, family and cultural activities? LifeMatrix assigns you to the category "Renaissance women." But that's not all. LifeMatrix makes some...
...technology have made the job easier and cheaper for market-research firms to link databases, creating more detailed consumer profiles. When Hyundai decided to give the psychographic treatment to car buyers earlier this year, it chose LifeMatrix partly because that company's data are linked with information stored at Mediamark Research, which tracks what consumers read. The combination will provide Hyundai not only with profiles of the types of individuals likely to buy its cars, but also with data on what magazines those individuals read--enabling the carmaker to create effective ads and place them in front of the very...
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