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Visual Research for Segmenting Emerging Markets

Greenland, Steven J. (). Visual Research for Segmenting Emerging Markets. In: Tojib, Dewi ANZMAC Conference 2009, Melbourne, VIC, 30 November - 2 December 2009.

Document type: Conference Paper
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Author Greenland, Steven J.
Title Visual Research for Segmenting Emerging Markets
Conference Name ANZMAC Conference 2009
Conference Location Melbourne, VIC
Conference Dates 30 November - 2 December 2009
Conference Publication Title ANZMAC 2009 Conference Proceedings: 'Sustainable Management and Marketing'
Editor Tojib, Dewi
Place of Publication Melbourne, VIC
Publisher ANZMAC
ISBN 1 86308 158 5   (check CDU catalogue open catalogue search in new window)
Total Pages 9
Field of Research 1505 - Marketing
Abstract This paper presents a visual research method for segmenting emerging markets. It contributes to an under researched topic and addresses problems experienced by some traditional segmentation approaches. A cross section of 250 households was taken from a major Sub Saharan African city. 10-20 images were collected for each household, along with more traditional segmentation and lifestyle data. The visual data were analysed by creating a photo montage for each household, which were then ranked according to perceived living standard. Analysis reveals distinct breaks in terms of living standard, which allows households to be grouped together into broad life quality segments on the basis of visual data. The research highlights the value of visual data in supporting traditional segmentation techniques
Keyword Visual research
Emerging markets
Description for Link Link to conference paper
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Created: Mon, 19 Jun 2017, 14:12:53 CST by Marion Farram