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Sagacity segmentation
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<h2 id="background">Background</h2> <p>Sagacity segmentation was developed by a company trading as Research Services in the early 1980s. The objective was to gain greater insights from segmentation variables such as the <i>family</i>, <i>occupation,</i> and <i>income</i>.<a class="footnote-ref" id="fnref:2" href="#fn:2"><sup>2</sup></a> </p> <h2 id="segmentation-criteria">Segmentation criteria</h2> <p>The segmentation criteria include:<a class="footnote-ref" id="fnref:3" href="#fn:3"><sup>3</sup></a> </p> <ul><li>The 4 main stages of life cycle <ul><li>Dependent: mainly under 24 living at home</li> <li>Pre-family: under 35s who have established their own household, but without children</li> <li>Family: couples under 65 with one or more children in the household</li> <li>Late: adults whose children have left home or who are over 35 and childless</li></ul></li> <li>Income groups (only under Family and Late groups above) <ul><li>Better off</li> <li>Worse off</li></ul></li> <li>Occupation groups (refer to the socio-economic groups defined by NRS) <ul><li>White (collar) – or the A, B and C1 social groups (i.e., Upper middle class, Middle class, and Lower middle class)</li> <li>Blue (collar) – or the C2, D and E social groups (i.e., Skilled working class, Working class, and Those at lowest level of subsistence)</li></ul></li> <li>Gender <ul><li>Male</li> <li>Female</li></ul></li></ul> <p>This approach to segmentation generates 24 groups of households. </p><p>Sagacity segmentation is most often used by banks and financial institutions because life-stage is perceived to be a major factor in making major financial decisions such as purchasing a car, house or life insurance. Sagacity segmentation is widely used in media analyses and media planning.<a class="footnote-ref" id="fnref:4" href="#fn:4"><sup>4</sup></a> </p> <h2 id="see-also">See also</h2> <ul><li><a href="/facts/Consumer_behaviour/6dly1pUV">Consumer behaviour</a></li> <li><a href="/facts/Market_segmentation/pRcCvKyU">Market segmentation</a></li></ul> <h2 id="references">References</h2> <ol> <li id="fn:1"><p>Brierly, S., The Advertising Handbook, London, Routledge, 1995, p. 32 <a href="#fnref:1" class="footnote-back-ref">↩</a></p></li> <li id="fn:2"><p>Rayner, P., Wall, P. and Kruger, S., Media Studies: The Essential Resource, London, Routledge, 2013, p. 107 <a href="#fnref:2" class="footnote-back-ref">↩</a></p></li> <li id="fn:3"><p>Brierly, S., The Advertising Handbook, London, Routledge, 1995, p. 33 <a href="#fnref:3" class="footnote-back-ref">↩</a></p></li> <li id="fn:4"><p>Wilson, R.M.S. and Gilligan, M., Strategic Marketing Management: Planning, Implementation and Control, 3rd ed., Elsevier Butterworth-Heinemann, 2007, p. 334 <a href="#fnref:4" class="footnote-back-ref">↩</a></p></li> </ol>