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Using MVEST
Segments Overview

Segments Overview

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MVEST provides valuable insights into different audience segments to help you better understand veteran households and compare them to other segments.
Below, you’ll find descriptions of each segment available in the app.

Baseline Segment

  • US Adult Population: This segment represents the full adult population of the United States, including both service members and non-service members across all generations.It serves as the foundational benchmark for all insights within the data product.By comparing any specific audience segment against this baseline, you can quickly learn how that group differs from or aligns with the national average.

Generation Segments:

  • Gen-Z – All: Adults typically born between 1997 and 2012. Includes both service members and non-service members.
  • Millennials – All: Adults typically born between 1981 and 1996. Includes both service members and non-service members.
  • Gen-X – All: Adults typically born between 1965 and 1980. Includes both service members and non-service members.
  • Boomers – All: Adults typically born between 1946 and 1964. Includes both service members and non-service members.
  • Swing – All: Adults typically born before 1946. Includes both service members and non-service members.

Service Members Segments:

  • Service Members – All: Includes all adult service members, regardless of generation.
  • Gen-Z Service Members: Service members born between 1997 and 2012.
  • Millennial Service Members: Service members born between 1981 and 1996.
  • Gen-X Service Members: Service members born between 1965 and 1980.
  • Boomer Service Members: Service members born between 1946 and 1964.
  • Swing Service Members: Service members born before 1946.

Non- Service Members

  • Non-Service Members – All: Includes all adult non-service members, regardless of generation.
  • Gen-Z Non-Service Members: Non-service members born between 1997 and 2012.
  • Millennial Non-Service Members: Non-service members born between 1981 and 1996.
  • Gen-X Non-Service Members: Non-service members born between 1965 and 1980.
  • Boomer Non-Service Members: Non-service members born between 1946 and 1964.
  • Swing Non-Service Members: Non-service members born before 1946.

Using These Segments

By categorizing segments based on both military service and generational identity, MVEST enables more precise audience targeting and deeper insights. When combined with other data views and filtering options such as state, race/ethnicity, and gender, you can refine your analysis even further, allowing for more meaningful comparisons and a richer understanding of veteran and non-veteran households.
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