Decision Point: Segmenting Your Consumers

After sharing with the director your choice on how to use advertising to increase sales, she says, "Now I would like you to consider something else. We want to use geodemography to further segment and understand our consumers."

She continues, "What would be the best way to use this technique?"

What would be the best way to use geodemography to further segment and understand consumers?

Select an option from the choices below and click Submit.

Segment consumers by combining data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share consumption patterns.

Segment consumers by combining data on consumers' income level with geographic information about the areas in which people live to identify and describe consumers who share both income patterns and location.