In 2004, the market research company, Roy Morgan Research discovered a new market segment which they labeled, "Neos." The defining features of this segment are that they exhibit high levels of spending, especially on luxury goods and that they have sustainable differences in the underlying attitudes and values that motivate high spending. This discovery of this segment was of generated considerable interest to marketers because it represented:

Question

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The discovery of a new market segment with high spending and distinct attitudes and values represents a new market opportunity for marketers to target and tailor their products and services to meet the specific needs and desires of this segment.

In 2004, the Market Research Company, Roy Morgan Research Discovered