Sagacity segmentation

Sagacity segmentation is a means of segmenting apopulation of interest using life-cycle stage, income andoccupation variables. It is widely used in media analyses.The logic behind this segmentation systems is that as peo-ple pass through life, their aspirations and behavior pat-terns (including consumption of goods and services) alsochange. Data source of this segmentation system mainlycomes from Joint Industry Committee for National Read-ership Surveys (JICNARS/ NRS).

1 Segmentation criteria

The segmentation criteria include:

• The 4 main stages of life cycle

• Dependent: mainly under 24 living at home• Pre-family: under 35s who have establishedtheir own household, but without children

• Family: couples under 65 with one or morechildren in the household

• Late: adults whose children have left home orwho are over 35 and childless

• Income groups (only under Family and Late groupsabove)

• Better off• Worse off

• Occupation groups (refer to the socio-economicgroups defined by NRS)

• White (collar) - or the A, B and C1 socialgroups (i.e., Upper middle class, Middle class,and Lower middle class)

• Blue (collar) - or the C2, D and E socialgroups (i.e., Skilled working class, Workingclass, and Those at lowest level of subsistence)

• Gender

• Male• Female

The scheme thus generates 24 groups of households.

2 References

1

2 3 TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES

3 Text and image sources, contributors, and licenses

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