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If there is anything that deeply shapes our time, that is the dynamic and speed of change. Knowledge obtained without a permanent updating lose legitimacy in all spheres and, therefore, this phenomenon affects and questions us in our role of market research professionals.
The use of segmentation criteria for commercial and advertising strategies is not a specific feature of the present time; they have been used always. The issue is to make a special effort in looking for criteria that can help to understand behaviours and aspirations of the population in each specific historic moment..
Throughout this paper we have worked on the current power of some demographic data that, in the past, played a minor role, such as the size of the household, the household structure, number of children and number of generations living under the same roof.
But we have also contributed with data that clearly show that the mere fact of having children has no homogeneous power by itself. Groups such as Mono-parental families, Babies on Board and Teen Time have different aspirations and priorities. Therefore, from a sociocultural perspective, they need different approaches.
On the other side, segments that are demographically different, socioculturally have many things in common as observed when characterising the Hardworking Singles and the Young & Carefree.
Last, the comparison of one segment – the Young & Carefree- between a Latin American and a European country has enlightened interesting sociocultural differences, thereby giving strength to a trend of thought that although being totally aware of the impact of globalisation, perceives the existence of its limits. The only effective way of designing global strategies is by identifying and learning about the cultural specificity. To ignore them would be a mistake.
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