The Socio Economic Segmentation was introduced in Q2 2020 in order to compare respondents socio economic backgrounds across countries. GWI Core respondents are asked a range of questions relating to their lifestyle, professional life and economic circumstances. Based on answers to these questions, the Socio Economic Segmentation groups respondents into five clusters.
How does it work?
Respondents receive points based on their answers to a number of questions relating to their lifestyles, professional lives and personal circumstances. Once these points have been allocated to all respondents, each market is divided into five quintiles – with the 1st quintile containing those from the highest socio economic group and the 5th quintile comprising those at the other end of the spectrum. These quintiles will be relative to each market, and aggregated globally, so a 1st quintile respondent from one market may have a lower socioeconomic status than a 3rd quintile respondent from another.
As not all the questions are asked to respondents who complete the survey on a mobile device, mobile only respondents are excluded from this segmentation.
The point values for all questions included in the segmentation are detailed overleaf:
Income One score, max 17 pts
| High 17 Mid 10 Low 2 Prefer not to say 5 | Vehicle Ownership One score, max 18 pts | 2+ types of vehicles in household and purchase of premium fuel 18 2+ types of vehicles in household and no purchase of premium fuel 14 1 vehicle type in the household 4 0 vehicles in household 1 |
Eating at a restaurant One score, max 7 pts | More than once a week 7 At least once a week 5 At least once every 2 weeks 3 At least once a month 2 Less often 1 Never 0 | Donating to charity (Abroad) One score, max 15 pts | More than once a week 5 At least once a week 4 At least once every 2 weeks 3 At least once a month 2 Less often 1 |
Educational Achievement One score, max 15 pts | Post-graduate 15 University 10 Trade / Technical School 5 Schooling until age 18 3 Schooling until age 16 1 | Work Seniority One score, max 8 pts | Executive Management 8 Senior Management 6 Management 4 Project Manager 3 Supervisor / Junior Manager 2 Junior Team Member 1 Entry Level Position1 |
Device Ownership One score, max 10 pts | Post-graduate 15 University 10 Trade / Technical School 5 Schooling until age 18 3 Schooling until age 16 1 | Savings and Investments One score, max 15 points | High 19 Mid 10 Low 3 None 1 Don’t Know/Prefer not to Say 5 |
Property Ownership One score, max 5 pts | Yes 5 No 1 | Self described as affluent One score, max 4 points
| Affluent 4 |
Working Status One score, max 10 pts | Lawyer / Judge 10 Architect 10 Doctor 10 Dentist 10 Financial Advisor / CFP 10 Broker / Trader / Dealer 10 Investment Banker 10 Accountant 10 Elected Representative 10 Software Developer 9 Computer Scientist 9 Systems Analyst 9 Programmer 9 Solicitor 8 Financial / Securities Analyst 8 Scientist 8 Registered Investment Advisor 8 Pharmacist 8 Veterinarian 8 Editor 8 Lobbyist 7 Risk Consultant 7 Network Engineer 7 Writer / Journalist 6 Paralegal, Arbitrator etc 6 Psychologist / Counselor 6 Engineer 6 Chef / Catering Staff 6 Marketing Exec / Manager 6 Landscaper 6 Policy researcher 6 Grant officer / advisor 6 Criminologist 6 Design Engineer 6 Machinist 6 SEO Analyst 6 Intelligence Officer 6 Surveyor 6 Budget Analyst 6 Process Engineer 6 Producer 6 Product Manager 6 Cabin crew/pilot/airline worker 5 Payroll Clerk 5 Accounts Assistant / Clerk 5 Planner 5 |
| Ad Sales Rep 5 Designer 5 Media Buyer 5 Bank clerk / Teller / Manger 5 Loan Officer 5 Conservationist 5 Fundraiser 5 Charity Administrator 5 Development assistant / Manager 5 Campaign assistant / Manager 5 Welfare officer / counselor 5 Librarian 5 Educational administrator 5 Admissions officer 5 Researcher 5 Public service worker 5 Actuary 5 Adjuster 5 Recruiter / Talent Manager 5 Claims clerk 5 Tech Support 5 Web Developer 5 Police / Law Enforcement Officer 5 Emergency Services Worker 5 Assembler / Fabricator 5 Production manager 5 Safety Manager /Operational Health & Safety 5 Social media analyst 5 Traffic Consultant / Engineer 5 Purchasing Manager 5 Operations Manager 5 Facilities Manager 5 People and culture manager/advisor 5 Influencer / content creator 5 Content marketer / writer 5 Event Manager 5 PR assistant / Exec 5 Copy writer / Editor 5 Officer / Soldier 5 Technician 5 Realtor / estate agent 5 Store manager 5 Distribution manager 5 Volunteer 4 Electrician / Plumber / Mechanic 4 Builder / Other tradesman 4 Bartender 4 Beauty Therapist 4 Lecturer / Teacher 4 Nursery Worker 4 | Athlete 4 Coach 4 Nurse / Healthcare worker 4 Fashion Designer / Merchandiser 4 Artist / Actor / Musician 4 Agricultural Worker 4 Fitness Trainer 4 Hairdresser 4 Make-up artist 4 Masseur 4 Editorial Assistant 4 Production Assistant 4 Construction Worker 4 Electrician / Tradesman 4 Farmer 4 Photographer 4 Forester 4 Teaching assistant 4 Training & Development Officer 4 Administrator 4 Hotel / Concierge Staff 4 Underwriter 4 Border patrol staff 4 Quality control inspector 4 Editorial Assistant 4 Production Assistant 4 Construction Worker 4 Buyer 4 Cashier / clerk 4 Customer Service assistant 4 Stylist 4 Travel Agent / Rep 4 Tour Guide / operator 4 Barista 3 Stylist 3 Driver 3 Waiting Staff 3 Brazer / welder / cutter / solderer 3 Full-time Parent 2 Student 2 Unemployed 1 Retired 2 Other 2 |