Systematic life styles for new product segmentation

Life style analyses have tended to focus on general life style versus specific product life styles, i.e., the specificity issue. These studies have led many companies to use life style varyables related to a specific product category or a brand. However, another key dimension of life style analysis, i.e., comprehensiveness of scope, has largely been ignored. This article suggests there is considerable power in systematically studying specificity and comprehensiveness of life styles for segmenting markets for new products.