Brand Atlas 2019 – A marketing tool that brings segments to life
Brand Atlas is a tool for marketers which allows the user to ‘paint’ portraits of the consumer segments they are interested in. Brand Atlas is a tool for bringing consumer segments to life.
It allows users to develop highly detailed profiles of thousands of consumer segments from the shoppers of specific, to whiskey drinkers, to people who love cooking, to readers of a specific magazine readers and thousands of others.
Brand Atlas is about profiling segments as well as sizing them
The primary purpose of Brand Atlas data is to describe defined segments in as much detail as possible. For example the readers of a specific printed magazine, the shoppers of a store (and their cross-shopping behaviours), the purchasers of retirement annuities et cetera.
However because the data are weighted back to represent the profile of the population who are economically active, it also provides an accurate measure of the sizes of defined segments.