Online sampling and data collection firm Research Now has integrated Experian’s latest Mosaic USA consumer lifestyle segmentation data - some of it drawn from the 2010 census - into its US research panels.
Since 2009, Research Now has included
Mosaic data in its panels globally. Through this latest move, data on the digitally engaged American consumer will be added, along with analysis of the latest trends in American society, and a ‘sophisticated proprietary approach’ to cluster analysis.
Experian says the new Mosaic system is the first US-built segmentation tool to incorporate 2010 census data. Research Now says it will now code its research panels using Mosaic’s system - which classifies all US households and neighborhoods into 71 unique segments and 19 groups - and provide more granular information on respondents.
(pictured), Chief Revenue Officer, Americas for Research Now, comments: ‘As marketing to consumers becomes more refined, the type of information needed from researchers is becoming more diverse. The integration of Mosaic USA lifestyle segmentation enables us to deliver enhanced sampling and offers our clients the opportunity to collect more in-depth and descriptive data.’
Web sites: www.researchnow.com