Our values determine not only how we live, but increasingly also how and what we consume. That is why Bonsai Research and the consulting firm Fritz Classen have transferred the model of value-based segmentation to the consumer goods sector. 

Björn Welzel (MD of Fritz Classen) and Jens Krüger (CEO of Bonsai) explain the added value of linking the value index and consumer research of Bonsai with consumer classification in their expert article in the magazine planung&analyse.

Milieus become cultural classes

The background: We live in the age of hyper-individualisation. Consumption has changed radically - so must consumer segmentations. While traditional approaches are limited to ten milieus or twelve types, Fritz Classen has identified 28 cultural classes. In more than one million interviews in 20 countries, a multitude of value orientations were measured in addition to social status, income and education, resulting in a new, much finer segmentation. The new segmentation becomes even more exciting and practical for companies when combined with the consumer, shopper and future studies from Bonsai. In addition, there is up-to-date information from the Values Index, the largest social media study on social values, of which Bonsai is a partner.

Sounds complex, almost complicated, but it is not in practice. We would be happy to show you how you can use innovative segmentation to redefine, analyse and address your target groups more precisely. Contact: info@bonsai-research.com

The profiles of the cultural classes are revealed at a glance, so to speak - not only via the brief description, but above all via the worlds of images that Fritz Classen has compiled for each segment - in addition to the socio-demographic characteristics. An example: