Abstract:

Segmentation is the basis for marketing activities, including media splanning. In the sixties and seventies social class and family life cycles were popular bases for marketing. From the end of the seventies till the end of the eighties life-style dominated this kind of research. But at one side the idea grew that life-style characteristics were measured at a very general level and could therefore not predict consumer behaviour. At the other side the consumer seems to show more variety. Domain-specific market segmentation seems to be a solution for these problems. Consumind is an example of this approach. In this paper the project is described and applications are presented.