GB320: Auto Marketing - Fall 2021 Sections 10, 11,12 (Aroian, Markwith, Ledoux)

Watch this brief tutorial to learn how use DemographicsNow to find demographics, attitudes, and spending habits of consumers in any geography in the US.

Mosaic^® USA Consumer Segmentation via the DemographicsNow database:

Mosaic^® USA is a segmentation system developed by Experian that classifies U.S. households into 71 unique types and 19 overarching groups that share similar demographic and socioeconomic characteristics.

Mosaic^® USA profiles provide information about the sociodemographics, lifestyles, behaviors, and culture of consumers within each of the 19 groups and 71 segments. Affluence and life stage, combined with property characteristics, socio-economics, ethnicity, additional financial measures, and the type of geographic location (e.g. urban or rural) are key components of the Mosaic classifications.

Find the Mosaic® USA profile descriptions in the DemographicsNow database:

• DemographicsNow 
  • 

1. Go to the Demographics Now database
2. Click on the menu icon in the top right corner 
3. Click HELP
4. Scroll down to view [Mosaic USA Details]:
   • You will see links to the 19 Mosaic^® USA group profiles and the 71 Mosaic^® USA segment descriptions.
   • You can also look at the Grand Index - a statistical report that ranks and indexes more than 600 demographic, psychographic and lifestyle characteristics for each Mosaic group/type.

Important Mosaic^® USA Documentation:

• Mosaic^® USA Handbook
  • ​see page 4 for the Mosaic^® USA Family Tree. The family tree illustrates the major demographic and lifestyle polarities between the groups and types, and shows how the Mosaic types relate to each other. 
  • see pages 5 & 6 for the group and type structure
• Mosaic® USA Product Guide
  • See pages 6-9 for some basic guidelines for interpreting the Grand Index and Channel Preferences.