Segmentation- Lifestyle

In my view, lifestyle analysis is the difficult part of segmentation.
Therefore I found some books for references.

"Advertising for media planning" - (strategy planning I P.167)

Lifestyle analysis tools:

1. Storyfinder ( this is what vincie guided us to do and showed examples before)

2.Buying Styles

3.Leisure Styles and Consumer Innovators
( good for select appropriated media)
( "consumer innovators" = = I think it means new trend and new entertainment....)

4.Focus Group
( e.g The men drinking beer in bar)

Lifestyle understanding is very suitable for modern consuming behaviors,
since what customers want is not only the quality of the product.
That's why image building ad campaign is so important for commercial society.

And...
I am working hard for my" image building campaign" for Pizza-BOX.

+OIL MY FDS