Roy Morgan Values Segments*TM are an excellent marketing tool. They let you find out how people think, their aspirations, self-images, behaviour and more. Below is a Values Segments cross showing all ten Value Segments. If you want a brief description of the segment click on the appropriate image.
Competitive organisations today are facing increasingly complex and sophisticated marketplaces. Both local and overseas markets are becoming more diverse and fragmented. Audiences are narrower in focus and more demanding of targeted information. People only hear what fits their perception of their micro-futures and tune out the hundreds of mass marketing efforts that do not address their goals in life.
In the past it was possible to identify the target audience in terms of birthplace, age, education and income. Consumer markets could also be targeted on the basis of prior purchase behaviour. If it was bought last time, "brand loyalty" was assumed as the basis for future consumption patterns.
With increasing education, income and social mobility comes an increasing degree of individualisation, a reduced acceptance of corporate values, increasing search for diversity, difference and personal development. Market behaviour becomes an opportunity for personal expression, exploration and excitement. These forces conspire to make the task for marketing and corporate planners almost impossible with old instruments.
Demographic analysis of research data can answer to who is doing what. Psychographic analysis, can provide information on why individuals are behaving in this way by adding attitudes and other descriptive viewpoints.
But we need to use a broader model of group behaviour yet if we are to understand some of the most important questions that relate to buying decisions:
What would change a no decision into a yes or vice versa?
What factors influence and predict the behaviours?
What would happen if the marketing approach to one of these factors was changed?
Obviously outcomes to these questions will vary according to many factors. It’s very easy to see that such things as age, income, socioeconomic status, the presence of children, whether we live in the country or city, can and do affect our viewpoints. But none of these explain the way people living in the same street with similar incomes, etc. still view the world differently, have different attitudes to life, purchase different things, watch different programs on TV or are more or less involved with things like the Internet.
What are Roy Morgan Values Segments1?
Work has been carried out for more than 15 years at Roy Morgan Research to gaining a better understanding of what are the prime motivations of choice and change. This work was pioneered by Colin Benjamin of the Horizons Network and Michele Levine, CEO of Roy Morgan Research, and builds on studies done elsewhere in the world including cross-cultural studies by Geert Hofstede. It has been test ed and found robust internationally, as well as in Australia.
From six dimensions we are able to develop ten mindset segments of the Australian population based on the deeper drivers of choice and change - their values and fundamental ways of approaching the world. This has the added benefit, because it derives from the Single Source database, that we can profile the things they do, the brands they choose, the media they consume.
We call these the Roy Morgan Values Segments1 and unlike other segmentations derived mainly by statistical techniques, they begin with a theoretical foundation. There are four human social dimensions (Individualism, Life Satisfaction, Conservatism and Innovation) and two dimensions that ground the Values Segments1 in marketplace reality (Quality Expectations and Price Expectations). These six dimensions form the vertical and horizontal axes of a multi-dimensional "Values Cross."
The Roy Morgan Value SegmentsTM* model can be analysed and used in two different ways - to examine the responses of individual segments (a place on the map) or to examine the whole map and the way in which the interrelationship of issues has an impact on people saying yes or no.
Any research company can provide demographic analysis and tell you who is doing what. Most can even provide psychographic analysis and examine why those individuals behaved in that way. Some can even provide market segmentation and group individuals into similar boxes. But only Roy Morgan Research can provide all of these AND answer those critical questions of : what would change a no decision into a yes and what factors influence and predict the behaviours.
