Demographic Sagacity

This is a system of classification pioneered by IPSOS RSL (Tel: 020 8861 6000). Its basic thesis is that in addition to differences between groups of people accounted for by social grading, other important differences in aspirations and behaviour patterns are accounted for by general income level and by the stage of life individuals are at in the 'family life cycle'. Figure 4.1 describes them briefly and indicates their size as a percentage of the total adult population.

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Figure 4.1: Sagacity groupings

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