COVID-19 and the Demographics of Demand in Sydney’s Property Market
Despite a 15% decline in prices during an 18 month downturn, the Sydney property market was seeing a strong increase at the beginning of 2020, being on track to have…
News & Views
Category: geoTribes
Preppies of the USA
Although now a universal term, the concept of a ‘Preppie’ originates from a distinct youth subculture within the elite of the North Eastern United States. Strongly associated with established Ivy…
Updated UK Data & The Crusaders in London
RDA has recently updated its data for the United Kingdom to reflect the significant demographic changes which have occurred since the 2011 Census. To capture the 2.9 million increase in…
Yes or No? – Segmenting the Australia Day Debate with geoTribes
One of the great benefits of using geoTribes segments is the power to add new dimensions to other segmentation schemes. A recent report, created as a collaboration between RDA and…
Why is geoTribes Such a Powerful Segmentation Approach?
The geoTribes segmentation scheme has 15 person-level segments, each with a unique needs profile based on lifecycle stage and socioeconomic status. With extensive applications across database analysis, media planning, retail…
What Makes a Segmentation Approach ‘Good’?
Despite the increasing use of one-to-one targeting approaches in digital and social media, segmentation remains very popular and an essential component of the modern marketer’s toolkit. This prompts the question…