SMM extended typology
Norbert Mirani
The Sanoma Men's Magazines (SMM) Knowledge Centre focussed on information about the male audience. The aim is to deliver information that can be used to improve strategic decisions for brands in the men's market.
The SMM Extended Typology is an extension of values typology segmentation:
Basic desires are used as key variables. In addition to Rokeach values, the Reiss basic desires inventory has been included. Profiles based on 16 basic desires can be used to sharpen marketing communication.
Overlapping types are created instead of unambiguous groups, since people are not one-dimensional. People feel attracted to...