Visual research for segmenting emerging markets

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.