Knowledge Factory Updates Geo-demographic Segmentation Tool

In South Africa, marketing insights firm Knowledge Factory has launched the latest version of its ClusterPlus segmentation tool to provide information about the characteristics, behaviours and lifestyles of people living in the country.

The tool overlays Deeds Office and census information and covers nearly 10,000 suburbs to allow segmentation of the South African population into ten 'groups' by suburb, and further divide them into 36 distinct 'clusters'. Both the groups and clusters have been defined using socio-economic 'rank' (income, property value, education and occupation), 'life stage' (age, household and family structure), and 'dwelling type' (size, type and age of structure).

Explaining the advantages of the upgraded tool, Patrick Brown, Knowledge Factory's Director of Delivery commented: 'By developing an understanding of the common characteristics of groups of people within geographical areas, marketers are able to target audiences more precisely and radically improve the efficiency of their campaigns.'

Knowledge Factory is a subsidiary of South African media group Primedia, and has been trading for in excess of 13 years. The company provides clients with information on customers, channels and markets attained from its various market related datasets, as well as from the statistical analysis and interrogation of this market data, coupled with client specific data. Homepage is www.knowledgefactory.co.za.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.