On the Validity of Using the Microsegmentation Principle in Media Simulations

Abstract

Media simulations have traditionally used the principle of microsegmentation to address the fact that media and target market data are often obtained from different studies. Microsegmentation Inks databases by decomposing each of them into mutually exclusive, exhaustive segments using variables (typically demographics) that are contained in both studies. The segment characteristics obtained from one study are assumed to hold true for the corresponding segments of the other. This study seeks to evaluate the validity of using this approach.