Minerva Segmentation

Background

Henrik Dahl is a Danish sociologist and lifestyle researcher. He worked in the 1990s as head of research in the AIM research group at ACNielsen. The Minerva modelwas developed by Henrik Dahl in 1997. According to Henrik Dahl, the model is based on a very comprehensive lifestyle survey. Here we work with life values - values that lie deep in the individual and form the basis of the personality. 

About the Model

The model is a segmentation model that divides people into similar groups in relation to lifestyle. It is based on 4 overall life settings: modern or traditional combined with materialism or idealism.

In the north and south we have the opposite values - modern and traditional. By modern we understand the people who are absolutely crazy about new technology and welcome everything new - whereas the traditional people in the south are opposed to too many new technologies and are often a little scared by all the development that is taking place. On the other hand, they value traditions and good old values.

In the East and West we have the values Idealism and Materialism, which are also opposites of each other. A person who thinks idealistically is concerned with sustainability and closeness. These can be close values such as family and that all people on earth are well. People who think materialistically value things. Expensive cars, houses and the nice TV will be important to these people. 

With this division we get 4 fields with some common value sets for the people who are placed in the fields in terms of value, which have been given the names - blue, green, pink and violet. The gray in the middle was added later. 

Blue segment

The blue ones emphasize creating results and careers. They keep up with the times and try to shape it themselves, without fear of change. Consumption is high on the list, and you realize yourself in practical action, not through reflection on existence. They often have a high/medium education and income. Predominance of men.

Keywords for the blues will typically be:

Prestige and career - believe in themselves - result-oriented - sports and active holidays - new technology

Linked to the private business sector

The blue businessman likes to see a Porsche in his garage.

Green segment

The greens emphasize self-realization and the ability to change with time. They distance themselves from the popular and are interested in art, culture and good books. They have a high degree of idealism and are often interested in animal welfare and ecology. They work primarily within the public sector (education, care and administration) and have a medium-high income. A slight predominance of women.

Keywords:

Commitment - community-oriented - people of principle - interested in culture - self-realization

Pink segment

The pinks emphasize commitment and ideals, want to work for a better world and also do so in their daily lives and close by getting involved in associations and clubs. Traditions are important to the pinks and the slightly insecure about changes. There is a great interest in health/wellness and spiritual values. Education and income are below average and they are work-related, family-related and local. Predominance of women.

Keywords:

Tradition – family – the immediate environment – technology anxiety – household chores

Violet segment

The violets emphasize everyday practical tasks and are not interested in communities beyond family and friends. The violets are nationally oriented and advocate traditions. The education is often artisanal and the violets work within the primary professions and crafts. The violets think like the blues in materialism and they work hard to afford things and to have time off. Income is at the low end of the spectrum. Predominance of men.

Keywords:

Practitioners ––nationally oriented – often positive towards the royal family – practical education – fear of change – camping and trailer – (do it yourself people)

Primary professions and crafts

Individualistic

Grey segment

The grey segment has come on later. Typically young people, who have not quite found their own "position" yet. Entertainment is very important to the grey segment like watching television or movies.

Keywords:

Media-oriented - - Discernment and enjoyment

Application

The MINERVA model is relatively simple to use in segmentation - and in the decision-making process around media choice and other decisions in relation to marketing activities. 

It is best used in combination with the traditional socio-demographic variables such as age, gender, education, income, residence, etc. 

It is important to remember that the characteristics of the 4 main segments that we have reviewed are expressions of extremes in the 

segments. Each segment also contains people where the highlighted characteristics for the segment are 

less pronounced. A person may therefore be somewhere between, for example, blue and green - or a blue who is in the middle will be more traditional in his or her value set than a person who is at the top towards the north.

Criticism of the model

As with all other segmentation models, the criticism is that you cannot put people into boxes based on a few criteria.