Nielsen and RDA Roll Out geoTribes in New Zealand

Nielsen is integrating RDA Research's geoTribes segmentation tool into its Consumer and Media Insights (CMI) service, to provide a 360 degree view of the New Zealand consumer.

geoTribes is a person-level geodemographic classification system that groups consumers into fifteen 'tribes' according to their age, location and 'human needs'. Segments are based on life stage and socio-economic status, and have distinct psychological profiles, to enable clients to understand consumers' needs and motivations. These include 'Fortunats' who are financially secure retirees and pre-retirees; 'Crusaders' career-oriented singles and couples; and those of 'Slender Meanz'.

These segments will be integrated into Nielsen's CMI tool, which provides marketing intelligence on traditional demographics, psychographics, interests and attitudes, and product, service and media usage. CMI also offers data for television, print and household expenditure, and provides access to survey feedback from 12,000 New Zealanders aged ten and above.

Robert Dommett (pictured), RDA Research Technical Director and founder of geoTribes, comments: 'In introducing the 2014 geoTribes to New Zealand, media owners will be able to use segments to give a deeper understanding of their audiences' needs and motivations. Planners and marketers can integrate local area marketing with media planning, market research and database profiling through an underlying needs framework.'

Web sites: www.nielsen.com and www.rdaresearch.com.au .