The AMAI system of classifying households by socio-economic level

This paper aims to inform marketers and researchers interested in Mexico's market about how the Mexican Association of Research and Public Opinion Agencies (AMAI) has dealt with the problem of defining a common ground where all parties involved (research, advertising and media agencies, along with advertisers) talk the same language in terms of socio-economic levels.

The AMAI System Of Classifying Households Bu SocioEconomic Level

The experience of Mexico and its comparison with Brazil and Argentina

Adrian Villegas CarrascoPulso Mercadolgico


Mexico's marketing research environment at the moment of AMAI's creation (October 1992) demanded quick action to develop a common system for assessing the social and economic standing of the population as it was done in other countries before.

One of the first steps taken by AMAI was to create a special task force named the SEL Committee which was devoted from the very beginning to create a SEL index which could help the 'industry'...

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