Symphony

High-Octane Segmentation


  • Unlike other segmentation systems, it’s BETTER ENGINEERED and MORE ACCURATE, and it incorporates THE ART OF SEGMENTATION.

  • With 10 high-level families and 90 micro-segments, it’s MORE COMPREHENSIVE, with BETTER PRECISION.

  • It delivers MORE ACTIONABLE DATA including data at the individual and household levels.

The Symphony Nation of Consumers

The nation of Symphony consumers are comprised of 10 high level and 90 micro-segments that deliver the most comprehensive consumer profile available today.

Who

Middle-aged suburban affluence..

Dominant Characteristics

Affuent; Educated; Prefer Twitter; Politically Liberal

Micro-Clusters

Ultra Rich, Old Money, Crew & Cotillions, Bushwood Country Club, Fast-Track Families, Family Nest, Rising Diversity, Gen X Risers, Self-Made, House Beautiful

Who

Economically stable successful Americans

Dominant Characteristics

Reside in/near Large Cities; Conservative Spenders

Micro-Clusters

Penthouse Suite, Express Elevator, A Penny Saved, Educated Co-Ops, Family Affair, Kids & Brownstones, Shattered, Glass Ceiling, Young Transients

Who

Metropolitan middle-class.

Dominant Characteristics

Skew Hispanic; Large Cities; Moderate Home Values

Micro-Clusters

Silver Spoons, Stocks & Bonds, Sensible Abodes, Ranch-Style, Property Ladder, Penny-Wise, Home Improvement, Tract Housing

Who

Chasing the American Dream.

Dominant Characteristics

Blue Collar; Skews to Small Towns/Rural;

Micro-Clusters

Champagne Wishes, Caviar Dreams, Norman Rockwell, Ivory Tower, Big Purchases, Frugality, On-The-Go, Golden Agers

Who

“It’s Better to Look Good Than to Feel Good”

Dominant Characteristics

Blue Collar; Large Cities

Micro-Clusters

Closing In, Buyers & Borrowers, Big Spending, Leap Frog, Strivers, Diminished Potential, At-Home Hobbyists, Vicious Cycle

Who

The “Fly-Over States” of Middle America

Dominant Characteristics

Caucasian; Small Cities and Towns

Micro-Clusters

Creme-de-la-Creme, Stepping Up, The Bradys, House Rich, Educated Stability, Kid Friendly, Searchers, Factories & Farms

Who

Manual labor in big cities

Dominant Characterisitics

Skews Hispanic; Blue Collar; Direct Mail Responsive

Micro-Clusters

Management Material, Spendthrifts, Skilled Labor, Growing Pains, Great Expectations, Under-Employed, Lowered Expectations, Hunkered Down

Who

Labor Outside of the Big Cities

Dominant Characteristics

Blue Collar; Skews Hispanic; Home Equity; Small Donations; Direct Mail Responsive

Micro-Clusters

Flush With Cash, Abundance, Setting Down Roots, Gray Toolboxes, Trendy Apartments, Big Family Big House, Borrowers, Wanderlust, Full House, Coupon clippers, Punching the Clock, Recliners & Rockers

Who

The Middle: Middle income, middle aged, and middle American Republicans.

Dominant Characteristics

Republican; Spenders; Small Donations; Direct Mail Responsive

Micro-Clusters

White Collar Success, Conspicuous Consumption, All in the Family, Apartment Roulette, Empty Nests, Making Ends Meet, Gone Fishing, Young Hispanics

Who

Under Pressure: Large metro African-Americans under economic pressure. Liberal politics and spending….

Dominant Characteristics

Low Income; African-American; Protestant; Democrat; Stability; Spenders; Direct Mail Responsive

Micro-Clusters

Moving Up, Fancy Pants, Home Ownership, Growing Families, Leveraged, Working Class, Starting Families, Out From Under, Penny Pinchers, Cash Outflow, Struggling to Get Ahead, Starting in a Hole

What intel does Symphony deliver?

It delivers quite a lot. Symphony allows marketing professionals to optimize marketing budgets and increase response rates substantially compared to legacy segmentation systems of the past. We do this by delivering the best-engineered solution in the market today and prove this time and again through our customer relationships. By combining the most comprehensive data in the market with AIQ’s vast experience in consumer segmentation, the 90 micro segments of Symphony are truly performance oriented.


  • Connector.

    Demographics

    age, ethnicity, education

  • Connector.

    Travel Data

    where, when and how much spend

  • Connector.

    Channel Preferences

    email, phone, direct mail

  • Connector.

    Social Media Influence

    Facebook, Twitter

  • Connector.

    Affluence

    discretionary spend, home value, net worth

  • Connector.

    Aggregated Risk

    FICO Proxy score

  • Connector.

    Fundraising Intel

    responsiveness and annual donations

  • Connector.

    Purchase Intel

    amounts spent per product category

Free Data Consultation

See for yourself how powerful Symphony can be. Contact us today for a free data consultation.