The European dimension
Richard Piper and Janet Mead
Methods of consumer segmentation based on lifestyles, values, aspirations and other socially based abstractions have been all the go for 10 years or so. France and the USA have been particularly fertile sources for thinking, not always very applicable thinking, in this mode.
The following paper, an outline drawn from stringent original work by AGB's Janet Mead, and based on a system evolved by France's CCA, describes what may be a much more practical and relevant tool in the same genre. It identifies an underlying core of values and...