What is Marketfind?

Marketfind in a proven and powerful segmentation that assigns all Australian consumers and households into one of 58 segments and 12 groups. Marketfind has been built to maximize differences in wallet size, spending patterns, media consumption, behavioural response and multicultural influence.

Marketfind incorporates the latest Census, population growth, household expenditure and economic patterns, usage of financial services, lifestyle and discretionary spending power. Through the Census, Marketfind taps into cultural diversity and emphasizes differentials in key lifecycle stages across multicultural groups.

Why do we use Socioeconomic Status and Family Orientation as the main way to represent Marketfind?

The two most powerful drivers of why different types of people choose to live in the places they do are Family Orientation and Socioeconomic Status...

  • Family orientation discriminates between Family areas where there are kids, mortgages and large houses and non-family areas where young and older independent singles and couples choose to live. Family orientation taps into lifecycle stage which is a key driver of needs across most categories.

  • Socioeconomic Status (SES) represents the combined effect of educational attainment, occupational status and income and is a key driver of the spending power and quality of purchases made by people to meets their needs. SES drives the price/quality trade-off that is often the most critical factor in brand positioning.

While psychographics influences consumer behaviour, at an aggregate geospatial level, it tends to be swamped by more powerful factors like spending power, cultural influences and established household expenditure patterns.

Marketfind Positioning Chart

Marketfind Positioning Chart

Cultural Diversity and the Aging Population

We are currently witnessing a dramatic shift in the multicultural character of Australian consumers. Most recently, migrants from North and South Asia have had a substantial impact on the character of areas across the country, particularly in Sydney and Melbourne but also to a lesser extent across metropolitan Australia. Cultural diversity and lifecycle changes are closely linked as a large proportion of Australia's new multicultural residents are in younger lifecycle stages, while much of the growing boomer and retiree population is Caucasian.

Marketfind is optimised to discriminate across the emerging multicultural landscape with 19 of the 58 Marketfind segments having a distinctive multicultural flavour to their character.

Finding Your Target Marketfind Segments...

The key to effective use of Marketfind is finding your target segments. These are usually the big spenders in your category and aligned to your brand positioning. You can find your target Marketfind segments by...

  • Profiling your customer database through Salmat

  • Profiling your retail footprint

  • Using Salmat's household expenditure profiles

  • Using Media Planning systems like Asteroid, EMMA or CMV

  • Using the detailed profiling available for Marketfind to judgementally work out which segments you would like to target.

Marketfind Applications...

Marketfind is a highly flexible segmentation system, providing powerful solutions for...

  • Database enhancement to better understand the types of customer you have and how they behave

  • Selecting customers and prospects for campaigns using lookalike targeting

  • Creating tailored messaging using psychological and lifestyle profiling

  • Profiling website and call centre visitors & purchasers by tagging them in real time

  • Media planning using data available from EMMA, Asteroid and CMV

  • Wallet size estimation using Salmat's household expenditure profiles

  • Gap analysis & market penetration to work out the best areas for business development

  • Profiling channel usage and understanding how to improve your channel mix

  • Planning retail networks by locating your stores or branches where your target segments are

  • Profiling lapsed and newly acquired customers to better understand the competitive dynamics in your market

  • Linking third-party data with customer databases, market research and retail trade area profiles to build a higher level of customer understanding