Sagacity segmentation

Sagacity segmentation is a means of segmenting a population of interest using life-cycle stage, income and occupation variables. It is widely used in media analyses. The logic behind this segmentation systems is that as people pass through life, their aspirations and behavior patterns (including consumption of goods and services) also change. Data source of this segmentation system mainly comes from Joint Industry Committee for National Readership Surveys (JICNARS/ NRS).

Segmentation criteria

The segmentation criteria include:

• The 4 main stages of life cycle
  • Dependent: mainly under 24 living at home
  • Pre-family: under 35s who have established their own household, but without children
  • Family: couples under 65 with one or more children in the household
  • Late: adults whose children have left home or who are over 35 and childless
• Income groups (only under Family and Late groups above)
  • Better off
  • Worse off
• Occupation groups (refer to the socio-economic groups defined by NRS)
  • White (collar) - or the A, B and C1 social groups (i.e., Upper middle class, Middle class, and Lower middle class)
  • Blue (collar) - or the C2, D and E social groups (i.e., Skilled working class, Working class, and Those at lowest level of subsistence)
• Gender
  • Male
  • Female

The scheme thus generates 24 groups of households.