Life-Stage Segmentation

In a rapidly changing media environment, where choice, convenience and control are now defining consumer behavior, newspapers must adopt new strategies and build new products to successfully expand their audience. The Audience Development Initiative has been focused on life-stage segmentation as a framework for developing new audience-building strategies.

Based on data collected for the Life-Stage Segmentation project, we have created brief profiles of each of the nine segments. Life-Stage Segmentation Profiles (2007)

Reports in the series include:

Life-Stage Segmentation: An Effective Tool for Audience Growth Strategies (2007)
Provides an overview of five major action steps to address consumer needs and identify successful audience-growth strategies through life-stage segmentation.

Using Life-Stage Segmentation to Drive Strategies: Executive Summary (2005)
Using Life-Stage Segmentation to Drive Strategies: Report (2005)
Provides background on what life-stage segmentation is, why it’s an effective tool and how to conduct analysis on your own research.

Background Data
Life-Stage Segmentation Analysis Synthesis (2007)
Provides detailed data and recommendations based on analysis of six consumer studies.

Changes in Media Usage and Consumer Behavior by Life-Stage (2006)
Initial segmentation analysis of data from DDB and MRI for 1995, 2000 and 2005

Webinar
Life-stage Segmentation: Using Segmentation to Drive Strategies (2006)
Presentation from Kannon Consulting on how to use life-stage segmentation to develop new products and strategies (11/6/06)

For more information, contact Randy Bennett, NAA vice president, audience and new business development, at randy.bennett@naa.org.