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Marketing to the new (self-identified) middle class featured on CMO.com

Marketing to the new (self-identified) middle class featured on CMO.com

iModerate

Apr 27, 2015

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Customer segmentation is at the heart of every marketing program. And even with the litany of new social, behavioral, and demographic data available, one age-old classification method still remains constant in nearly every analysis: social class. Yet many consumers self-identify as a member of a social class other than their own; nearly 2/3 of the consumers that we spoke with identify as members of the middle class. What does this mean for marketers?

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iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA