Powder Cloud UK and Revelation team up for female segmentation model

The companies noted that while demographic data analysis could inform who is doing what and qualitative data could reveal why they are doing it, a broader and more sophisticated approach was required to understand how women think – from their aspirations, to their self-image.

Powder Cloud UK founder Carly Southern said: “Unlike other segmentations derived from statistical techniques, ours begins with a theoretical foundation, consisting of four human social dimensions (individualism, life satisfaction, conservatism and innovation) and two dimensions that ground the value segments in marketplace reality (quality expectations and price expectations).”