Have you heard of the Minerva Model before?
This is a model that was developed with the aim of serving as a tool for marketing, particularly segmentation, back in the 1990s.
In other words, it is a model that can provide insights into consumer needs based on their values and lifestyle.
What is the Minerva Model?
The Minerva Model was developed in the 1990s by Henrik Dahl and the research company AIM-Nielsen, based on a large number of quantitative interviews among Danish consumers (which is why this model is best applied within Danish borders).
The model aimed to make it easier to segment target groups based on information beyond just geography and demographics.
Instead, there was a need to dive into the lifestyle and consumption preferences of Danes to identify patterns that would make it easier to reach the right target audiences.
The model consists of five segments (blue, green, pink, purple, and grey).
The division consists of the following lifestyle values: modern, traditional, idealistic, and materialistic.
The Blue Segment
When it comes to the blue segment, we are dealing with a materialistic and modern segment.
This segment is one where career and prestige are recognized as the means to keep up with modern trends in material goods.
Consumption pattern: Luxury products, innovation, technology.
The Green Segment
The green segment is the idealistic and modern segment, and it is a group that holds on to its values and cares about community.
Often, the ability to actively act on these ideals comes from a higher level of education, just like the career-driven and materialistic blue segment.
However, the green segment will not exclusively pursue material goods but rather use its resources for self-development and sustainable initiatives.
Consumption pattern: Experiences, ethical brands, organic products.
The Pink Segment
When it comes to the pink segment, it is an idealistic and traditional group that values its home and the secure framework of the local community.
This represents a more traditional way of living, where secure family life comes before green ideals as in the green segment.
Consumption pattern: Traditional brands, health products, and products that enhance home life (home decor, kitchenware, etc.).
The Purple Segment
The purple segment is traditional and materialistic – in other words, a pragmatic segment that works hard for its resources.
This is a segment that works to take time off and seeks material goods to fulfill a sense of freedom after hard work.
Consumption pattern: Practical products, last-minute trips, well-known brands.
The Grey Segment
The gray segment differs from the other segments by being spontaneous and not strictly following the characteristics of any of the above segments.
Instead, you see this segment finding its way in life by experimenting with different lifestyles.
What Can the Minerva Model Be Used For?
The Minerva Model is a segmentation tool and can be used to more precisely define which target group your business is addressing.
It is obvious that such a tool is highly useful when designing campaigns to reach the target audience more precisely.
However, like with many other models, it is important to be aware of overlaps between the elements of the model.
For the Minerva Model, for example, you can talk about how a person might go through different phases in life that make them identify with characteristics from different segments along the way.
The Minerva Model is just one of many segmentation options and you can effectively combine it with other models or tools, such as the creation of a Buyer Persona.
Limitations of the Minerva Model
As mentioned, the model was developed in the 1990s in Denmark, based on a series of quantitative interviews.
Already here, we find some limitations that are worth considering.
Firstly, these were interviews with Danish consumers that provided useful insights into Danish lifestyles, but they may be difficult to apply in other cultural contexts.
Secondly, these interviews took place over 30 years ago, and if there is one thing we are all aware of, it is the speed with which many aspects of our everyday lives have changed (social media, e-commerce, etc.).
Therefore, the model should always be followed up with other models, tools, and data sources to ensure the full benefit of your segmentation analysis.
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