Target group model based on an innovative segmentation approach
The MB-Research Consumer Styles are standardized and internationally comparable consumer styles that are available for a large number of countries worldwide.
Where which consumer type - from the "High Earning Urban Professionals" (Type A) to “Low-Income Younger Consumers” (Type J) - is most common can be provided for many countries at the level of municipalities, post code areas, and microgeographical areas.
Michael Bauer Research GmbH develops consumer styles based on detailed segmentation criteria, including demographics, value orientations, attitudes, consumer behavior, and consumption volume, which have been identified and validated through extensive international studies.
The data is based on a representative, global survey from which various, relatively homogeneous population groups with different characteristics and purchasing behavior were identified. These were condensed across countries into 10 different consumer styles resulting in a uniform and internationally comparable database.
The ten types of MB-Research Consumer Styles:
- Type A: High Earning Urban Professionals
- Type B: Comfortably Off Empty Nesters
- Type C: Modern and Pragmatic Over-50s
- Type D: Well Informed Modern Consumers
- Type E: Affluent Highly Educated Urban Families
- Type F: Security-oriented Seniors
- Type G: Orientation Seeking Lower and Middle Class Consumers
- Type H: Younger Lower and Middle Class Consumers
- Type I: Modern Younger Families
- Type J: Low-Income Younger Consumers
