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News Release from: Illuminas | Subject: segmentation of mothers
Edited by the Marketingservicestalk Editorial
Team on 05 June 2008
Does the desperate housewife exist?
An extensive Illuminas-commissioned qualitative segmentation programme has uncovered six typologies of mothers of school-age children.
In the report, which aims to help marketers to understand and segment today's mums, the highest well-being ratings belonged to "Material Girls" and "Independents", segments who committed to sustaining their own interests after becoming mums "Taxi Drivers" and "Governesses" start to proliferate as kids get older, while "Soul Searchers" (at a life crossroads) and "Prisoners" (the nearest thing to a 'desperate housewife') span demographic classification
This article was originally published on Marketingservicestalk on 17 Apr 2007 at 8.00am (UK)
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Illuminas chiefs to unveil Youth Quotient tool
Directors from global market research firm Illuminas will be presenting a paper at the Esomar Consumer Insights Conference 2007 in Milan on 7-9 May on their Youth Quotient measurement tool.
With each segment displaying an often surprising perspective on brands and celebrity icons, the study provides insights into what makes each group tick and how to effectively target them.
"You start to see life as like a Battenberg cake", said one mother in the survey, "four distinct parts of work, kids, partner and friends; I need to break them out like that in order to stay sane".
Illuminas is a leading global research consultancy that delivers strategic marketing intelligence with FMCG as a specialist area of expertise.
Illuminas takes a problem-solving approach, with directors leading and working on projects.
It combines the very best research expertise, business consultancy and creative thinking to provide actionable research outcomes that enable clients to make critical business decisions.
Illuminas has offices in London, Hong Kong, Shanghai, New York and Austin.
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