The characteristics within each of AudienceProject’s Lifestyle Segments have initially been deduced from a combination of an extensive survey, mapping interests and behavioral data, collected through AudienceProject’s massive Nordic panels. This means that a given characteristic will be based on a mix of deterministic survey data and a certain pattern of online behavior, defined by thorough analysis with strict criteria.
Our Lifestyle Segments consist of a complex mix of preferences, behaviour and opinions. We don’t believe that something as simple as a visit to i.e. a sports-section on a news site, should ever be used to create the basis for a classification of a person as ‘sports interested’. In addition to further ensure the quality of the segments, the interests are based on an extensive mapping of interest among AudienceProject’s survey panel – in other words, deterministic data. This approach has led to high quality Lifestyle Segments, that to a greater extent captures a true interest or lifestyle.
Validated against a massive panel
To further strengthen the reliability of the identified lifestyles, the assumed characteristics are validated against AudienceProject’s massive online panel that counts more than 800.000 active panelists in the Nordics. By doing this, the behavioral data that the segments are based on, will be validated by deterministic findings about real interests.
Based on real people and survey questions
Since the purpose is to identify a real lifestyle, several questions constitute the basis for the measurement of a given lifestyle. The questions asked for mapping, will hence not confront respondents directly with the interest, but rather provide indications in relation to a lifestyle. This could i.e. be how often a potential interest is cultivated, how often one seek information about an interest area etc. The panel validation will in other words ensure a high level of quality in the AudienceProject Lifestyle Segments.
Segments – lifestyles
The definition of an interest is in its nature broad. What does it mean to be interested in sport, and how do you measure the interest? To operationalise the observed interests, we have embodied the segments in five different lifestyles, which will give you a thorough description of whom you will reach with the said segment.
This is further contributing to our commitment to create a more transparent ecosystem. We believe this will create a basis for a deeper understanding of when, how and where to use the segments. The characteristics of each Lifestyle Segment is based on deterministic data, derived from AudienceProject’s online panel.