What drives consumers or citizens? Which proposition (product or idea) and which message appeals to them? Which tone of voice will move and convince them? And through which channels can you reach them?
Ultimately, the question is how to quantitatively and qualitatively map your current and future target audience(s) in more detail. To develop a more customer and market-oriented, social approach, by optimally aligning your short and long-term policy and communication strategy with the various lifestyles and experiences. The goal can be higher conversion or achieving social, behavioral change.
The BSR model: the standard for lifestyle segmentation
In the Netherlands, the BSR (Brand Strategy Research) model that we developed in 2000 is widely regarded as the standard for psychographic and sociological lifestyle segmentation. Our unique model is frequently used as study material in secondary education. Thanks to our geo-psychographic database (SmartGis) with national coverage, we have an insight into the lifestyle of all Dutch households. People – consumers or citizens – are segmented into different lifestyles, based on our four colors/archetype combinations. The sociological axis in the BSR lifestyle model extends from ‘ego’ to ‘group’. The psychological axis from ‘extrovert’ to ‘introvert’. We distinguish between four main ‘lifestyles’: yellow (harmony), green (safety), blue (control) and red (freedom).