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Marketing to the new (self-identified) middle class featured on CMO.com

Marketing to the new (self-identified) middle class featured on CMO.com

iModerate

Apr 27, 2015

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Customer segmentation is at the heart of every marketing program. And even with the litany of new social, behavioral, and demographic data available, one age-old classification method still remains constant in nearly every analysis: social class. Yet many consumers self-identify as a member of a social class other than their own; nearly 2/3 of the consumers that we spoke with identify as members of the middle class. What does this mean for marketers?

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Our research work with iModerate over the past several years has developed into a true partnership. Their unique fusion of both qualitative and quantitative methodologies in a single study has offered new insights into key topics and markets of interest for our organization, which in turn, we are able to quickly turn into action steps. They are flexible, responsive, and extremely engaged in the entire project process, from conception and design to final data processing and delivery. They have even gone above and beyond by volunteering their time, resources, and expertise to assist with a special target market project on women. iModerate has their finger on the pulse of the research industry and consistently provides creative suggestions and solutions to enhance our current work. This ultimately allows us to provide our leadership with the strategic insights and opportunities that helps us to advance the common good.

Kristin Thomsen, Manager, Market Research, United Way Worldwide