Cities, neighborhoods, and blocks organized by economic activity and lifestyle
Segmenting is dividing, cutting, finding cohesive parts that cannot be subdivided and the cutoff points between them.
Segmentation on three scales:
- Expanded - proportional to an average city;
- Regional - proportional to an average city neighborhood;
- Local - proportional to one block.
Within each scale, we carried out a socio-economic segmentation independent of the other scales.
This multi-level approach led us to:
- 8 segments expanded
- 12 segments regionals
- 9 segments venues
By performing a simple combination of segments per scale, 8 x 12 x 9, we arrived at 864 possible scenarios.
Since not all combinations occur in reality or were added to other scenarios because they are very rare, we arrived at 421 effective variations.
Making our segmentation simple, 8 + 12 + 9 = 29 segments in total, less than half the size of the classic segmentations.
Still, capable of explaining variations across a wide spectrum of 421 geographical combinations.
Expanded segments
- Metropolitan Area - regions in large Brazilian cities, reference centers for education, commerce and health.
- Qualified metropolitan area - portions of the largest Brazilian cities with great attractiveness, served by good options for work, commerce and services.
- Qualified urban area - regions in prosperous cities that play a prominent role in their regions
- Developed urban area - regions in well-developed cities that serve the group of municipalities in their surroundings
- Urban area complementsr - regions in relevant cities that offer goods and services not available in other municipalities in their immediate vicinity
- Urban center of the interior - urbanized portion of cities with restricted economies, with a limited set of commerce and service options
- Middle urban core - self-oriented areas in medium-sized cities, which offer more options for goods and services than neighboring municipalities
- Satellite region - localities with small populations that depend on other regions for commerce and services
Regional segments
- Centrão - central regions of large cities well served by transport, with the presence of national, regional and local networks
- Local Center - commercial area aimed at the middle classes
- Local core - popular neighborhood shopping
- Popular mixed region -dense areas with many shopping and service options
- Qualified center - valued neighborhoods in developed regions, with the presence of national networks and high-end brands
- Auxiliary Center - commercial area aimed at the lower classes
- Mixed region - residential and commercial areas served by businesses and services
- Local pendular nucleus - shopping center for people who commute to work
- Popular neighborhood - dense residential area
- Established mixed region -central regions with the presence of middle classes
- Standard neighborhood - good-quality residential areas, with well-defined rooms.
- Needy suburb - precarious housing, where essential conditions are lacking for their residents
Local segments
- elites - mature families with multiple sources of income, living in upscale households
- Upper class - mature families with a stable source of income, living in good homes
- Rising middle class - families with a good educational level, with access to job opportunities, striving to consolidate their achievements
- Middle class - small families that exploit resources of modern life in order to improve their living conditions
- Lower middle class - families able to meet their basic needs making a great effort to reach the next level
- Simple life - families struggling to meet their basic needs having to choose the cheapest options among those available
- Difficult life - young families, with low professional qualifications, working to ensure minimum living conditions
- Surviving - young families affected by unemployment, depending on aid and donations to meet their basic needs
- Below the poverty line - young families without the means to meet their basic needs, dependent on help, living in poor housing
Mapfry Segmentation Applications
This multi-level structure combines and composes features of our urban geography.
The result of combining 1-1-1, where local segment 1, is contained in regional segment 1, which in turn is contained in expanded segment 1, is comprised of Elites living in downtown metropolitan area.
Some other examples:
3-11-5 Lower middle class living in a standard neighborhood in a qualified urban area
5-12-8 Surviving living in a suburb lacking a complementary urban area
2-6-4 Middle class living in an auxiliary metropolitan area center
1-3-6 Simple living in a local area of a qualified metropolitan area
You can select the combinations that best align with your idea of the target audience
A company that sells luxury goods will seek out Elites and Upper Classes, which are more common in Central Metropolitan Areas.
These will be the target markets for campaigns, opening stores to resell your products, or even opening your own store.
Other companies, which already have a chain of stores, will be able to map these units and identify how the segments influence their results.
This will allow repositioning, the closing of units in less related areas and the opening of new units in segments more aligned with the brand.
The mapping of clients served will reveal the places of concentration and which segment predominates there.
These and many associations can be made in a way that is quick to understand and easy to explain.