U.S. Segmentation

Enhance your marketing efforts with United States Social Values insights

About the U.S. Social Values Segmentation

Our proprietary U.S. Social Values Segmentation, based on a representative sample of the general American population, does not rely on age cohorts but takes a holistic approach – grouping the population into segments using only an analysis of participants’ Social Values. This segmentation can be leveraged to develop general messaging and targeting as well as brand and product positioning.

How can it be used in your work?

This unique segmentation tool provides an overview of the American Social Values landscape that is both rich in nuance and easy to understand. Although it’s grounded primarily in Social Values, it’s able to tell demographic and geographic stories about members of individual segments: which identities each segment contains (age, gender, etc.), and where they live. The U.S. Social Values Segmentation can also tell generational stories within the main segments, provide a deeper layer of understanding of your target audiences in the United States. This tool can also be combined with our proprietary tools such as our DM3 and Digital Economy Segmentations, providing insights customized to advance specific clients’ business priorities. The U.S. Social Values Segmentation is comprised of eight distinct segments.

Stoic Absolutists (21%)
Determined Idealists (17%)
Dutiful Pragmatists (16%)
Impulsive Hedonists (11%)
Anxious Disconnected (11%)
Staunch Traditionalists (11%)
Enterprising Enthusiasts (9%)
Posturing Strivers (4%)

Environics Research segmentation solutions are designed to inform strategic decision-making and targeting by identifying distinct groups within a larger audience based on key differentiators such as behaviors, attitudes, values, and motivations. Our approach leverages a combination of quantitative and qualitative research methods, helping our clients to develop a deep understanding of key groups of customers, stakeholders, or constituents.