The LIFE MATRIX tool

Wait, not that kind of matrix....................i'm sorry

The LIFE MATRIX idea is a form of audience targeting that was developed by MRI and Roper ASW, it defines ten different categories for audience placement and focuses on values/attitudes and beliefs and more important and relatable audience categories:

Tribe Wired	These people are digital, free-spirited and creative young single people
Fun/Atics	These people are Aspirational, fun seeking and very active young people
Dynamic Duos	These are driven and very high involvement couples
Priority Parents	These people have very strong family values and participate in activities, the media is an important part of their lives
Home Soldiers	These people are very home centred, family orientated and ambitious with media
Renaissance Women	These people are very sporty, caring and affluent mothers who are influential to their children and peers
Rugged Traditionalists	These are mostly men who show and adopt traditional make values, they also have a great love for the outdoors and nature
Struggling Singles	These people are single but with high aspirations, however they often have a low economic status
Settled Elders	These people are older and often live sedentary lifestyles
Free Birds	These people are important, active and altruistic senior people