Audience profiling

Accurat provides a solution to drill down on specific audiences. Two types of audiences can be defined.

Socio demo via Sirius

Socio demographic audiences are widely used in the media world. Although gender cannot be defined (it is not qualitative to derive gender from coordinates or even more complex algorithms), other socio-demographical variables can be understood based on statistical models and street segment or even household insights as delivered by Sirius Insights with their Dividuals data source.

Dividuals categorises Belgian households into 10 segments and 37 sub-segments, utilising over 2.000 variables. This multidimensional perspective on households allows to filter Accurat data into a subselection of users within specific age groups, household compositions, social class (based on income), life stages or even lifestyles. 

The projection of the Dividuals segmentation is based on a micro-geographic approach. Dividuals is available at different geographic scales:

• Street section: this is the section of a street located between two crossroads and containing at least 10 households.
• Census district: also referred to as a neighbourhood. This is a defined area containing several streets and limited to a single municipality. Belgium has nearly 20.000 of these.
• Postcode: this is a defined area within a municipality. It is larger than a census district and smaller than or similar to a municipality. Belgium has more than 1.100 of these.

Each individual panel member of Accurat is part of a street segment and hence appointed to one of the 37 segments including their key variables such as age group, lifestage and household composition. 

Data is also used by Accurat for representativity reweighting.

Behaviour based profiling

As Accurat is capable of understanding real-world behaviour such as place visits or transport modes, it is possible to define “behaviour based profiles” such as DIY users, fast food visitors, regular supermarket visitors, loyal Colruyt customers, car commuters, heavy fitness users amongst others.

Audiences can be built by evaluating users’ brand or category visit behaviour, transport behaviour, home or work location or even interactions (e.g. “seen a McDonald’s campaign”).