ABSTRACT
Beyond the conventional single-demographic analysis, this chapter showcases the ability to redefine resident segments based on a multi-variable approach, i.e. it simultaneously considers 14 socio-economic and lifestyle variables in two-level segmentation analysis, to achieve a more complex profile of the population segments. On the basis of data from more than 5,000 surveys conducted in 3 residential towns, 8 emerging resident segments and 20 sub-segments have emerged as a case study in Singapore, which offer a detailed understanding of their diverse perceptions and needs.
