Understanding the new generation

Author: Anne Sayers


The central tenet of this paper is to go beyond standard demographics and look in detail at one specific demographic group: Young people aged 13-25 in Saudi Arabia. 3845 young people were interviewed across the Kingdom. The overall objective was to increase our understanding of this group’s values, beliefs and lifestyle today using psychographic segmentation techniques. This paper details the findings of this research and appraises the value of psychographic segmentation as a marketing tool in this instance

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