The Social Intelligence Lab
The Social Intelligence Lab is a consumer think tank with offices in Australia and North America. Run by Ross Honeywill, the lab owns and globally licenses the premium social segmentation known as NEO typology. Ross is our partner and has actively helped us develop the Fingerprint Strategy.
The NEO typology had its genesis in the mid to late 1990s at the KPMG Center for Consumer Behavior. It was developed by consumer behaviorist Ross Honeywill and social scientist Verity Blyth. In 2001 they published their first book that outlined the typology and its practical business applications for winning and keeping high-value customers. Later that year, the typology evolved and was applied to the Roy Morgan Single Source database, the largest consumer database of its kind in the world, with 120,000 respondents each year and more than 2,000 consumption variables.
NEOs spend more money more frequently than anyone else. The NEO typology is unashamedly commercial and allows us to identify and target these people on which to build high value and sustainable business. Defined by 194 factors, the NEO typology is a complex model with a simple interface and three master segments:
- New Economic Order (NEOs)
- Evolving Economic Order (Evolvers)
- Traditional Economic Order (Traditionals)
For more information, please visit: www.thesilab.com
