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…
News & Views
Category: Insights
The Cost of Living in Sydney
Rising costs of living and lagging wage growth are making even the bare essentials of life a challenge for many Australians. On average the cost of living index rose by…
The Grey Wave – Ageing in New Zealand
The world is in the midst of a demographic shift as the proportion of the global population over 60 years old is expected to double from 12% to 22% between…
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…
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…