The Minerva model: Find and analyze your target audience
If you work in marketing or have ever been to a business school, you've probably been introduced to the Minerva model. It is a clear favorite in the Danish consumer segmentation market. If this is your first time encountering the model, or if you could do with a refresher on its usefulness, read on. I'll make sure you're well-equipped to conduct a sharp segmentation.
Read about: The blue segment - The green segment - The violet segment - The pink segment - The grey segment
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What is the Minerva model?
The Minerva model is a Danish-developed model that quickly and easily provides an insight into the Danish lifestyle divided into five primary groups. The model is built around a coordinate system where the y-axis distinguishes between modern/traditional and the x-axis distinguishes between idealistic/materialistic.
This gives four different segments; the green, the blue, the pink and the purple, as well as a smaller fifth segment in the middle, called the gray segment.
The five segments map the population based on lifestyle and values. This includes factors such as gender, age, work and geography, giving an insight into the Danish population as a whole.
The model's effective segmentation of the population makes it relevant for working with political purposes, where lifestyle and life values are linked to our political views.
It is also useful for business purposes, as companies can use it to gain insight into what their customers' needs are in terms of lifestyle, attitudes and goals in life. This way, they can determine which target groups are relevant to target for specific campaigns.
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The 5 segments - what does it mean?
Now we've had a brief introduction to the model and the five segments. But in order to use it to view the population, we obviously need to know what the fields mean and what they can do.
Here you get a quick overview of the five segment groups that make up the Minerva model:
The blue segment
The blue segment is defined as materialistic individualists and makes up approximately 25% of Danes over the age of 13. This group of the population is characterized by having a high income and high consumption. They seek status among the rest of the population.
The segment contains a preponderance of men who typically vote Liberal, Liberal Alliance or Conservative.
Characteristics:
- Materialistic and modern
- Slight preponderance of men employed in the private sector
- Typically reads Berlingske
- Typically a career-minded man in his 30s.
The green segment
The green segment is defined as solidary individualists and makes up about 25% of Danes over the age of 13. Like the blue segment, they are also well-educated, but are more concerned with the moral aspect of consumption.
The group is generally community-oriented and is primarily made up of women who are attracted to modern, left-wing political parties.
Characteristics:
- Idealistic and modern
- Slight preponderance of women employed in the public sector
- Typically reads Politiken
- Is typically a woman in the public sector who buys organic.
The purple segment
The purple segment is defined as traditional materialists and makes up approximately 20% of Danes over the age of 13. The purple segment is partly similar to the blue segment, as it is also made up of a predominance of men with high consumption. However, this group has a lower income and places greater emphasis on traditions.
They still tend to vote blue - the Liberals, Conservatives and Danish People's Party are particularly popular here.
Characteristics:
- Materialistic and traditional
- Slight preponderance of skilled men
- Typically reads BT and Ekstra Bladet
- He is typically a craftsman who loves to 'do it yourself'.
The pink segment
The pink segment is defined as traditional idealists and makes up around 20% of Danes over the age of 13. This group is predominantly female and has a low income. This segment typically lives outside of major cities, is family-centered and values traditional interests that can be pursued at home.
They are also typically attracted to parties such as the Social Democratic Party and the Danish People's Party.
Characteristics:
- Idealistic and traditional
- Slight preponderance of skilled women
- Typically reads BT and Ekstra Bladet
- Is typically a daycare mom who loves the comforts of home.
The gray segment
The gray segment is located in the center of the coordinate system, where it represents only about 10% of Danes over the age of 13. This segment typically consists of young people who do not yet belong to one of the other segments and therefore have no clear profile. This group therefore has no clear characteristics.
Get a successful marketing strategy with the Minerva model
Now that you've gained a brief insight into the segments and usability of the simple Minerva model, you're one step closer to creating a sharp and effective marketing strategy. An essential part of creating an effective campaign is to have an insight into the target audience you are trying to reach.
If you still need sparring and advice in the search for the exact target group, don't hesitate to send us a message. Amplify is an SEO agency that not only knows how to work with the Minerva model - we are experts in reaching the target audience through Google Advertising, Facebook Advertising and other SoMe marketing.
Contact me or one of my colleagues at Amplify by phone +45 70 60 50 28 or by email at info@amplify.dk.
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