New Data Study Unlocks The 'Aspiring' Classes

Prospect Swetenhams, one of the UK’s leading data solutions companies, has teamed up with financial broker Horizon Finance, to complete a study into the marketing and purchasing habits of groups of consumers which they have titled ‘Aspiring’.

Commenting on the research, Johanna Higgleton, data sales manager, Prospect Swetenhams, says: “There has been a great deal of focus recently on this group, but mostly on their political views, not their attitudes to marketing and advertising, or their aspirations as consumers. Our study shows a group who are struggling to make ends meet, but who nevertheless have strong family values and a real desire to give their families the best they can afford – even if that means shopping around for the best deals on things like utilities, telecoms and groceries.”

According to the survey, the ‘Aspiring’ are very influenced by trends in the media or direct marketing and are drawn to major established brands, especially those endorsed by celebrities. Though they are more likely to live in social housing and may have debt, they still aspire to the best, often using credit to fund the purchase of aspirational brands. When shopping they will look for value for money, but prefer well known brands when doing their supermarket shopping. They are likely to be high users of coupons and money off vouchers, and to be open to deals on such things as their electricity supply, mobiles and home entertainment. They also enjoy competitions and gambling.

Emma Laffey, Marketing Manager, Horizon Finance said: “Though cost restricted, this is a group of consumers who will spend on what they see to be important – which is the latest ‘must haves’. Their aspirations are towards the celebrity endorsed world of glamour and media success, and they’ll pay for that by being thrifty elsewhere in their lives. That means they are open to ‘budget’ offers, and very likely to be ‘switchers’ when it comes to what they see as ‘household expenditure’, but also to competitions, lotteries, and other ‘prize’ led marketing. The family is extremely important to this group of consumers and their children always come first – even if this means putting aside their own needs to ensure they get the best clothes and games.”

Prospect Swetenhams is one of the UK’s best known B2C and B2B data services companies, providing both UK and international broking and list management, with over 117 million names traded in 2007, but increasingly supported by a wide range of analytical and data solutions. Recent investments in data acquisition, database analytics and bureau services have further strengthened the company’s position as a true full service supplier and strategic partner in developing customer acquisition and retention strategies.