Socioeconomic Level (SEL) is a framework used to measure the relative wealth, resources, and social power of populations in different markets. Unlike household income data — which can be incomplete or unreliable — SEL provides a broader view by incorporating indicators such as employment, education, housing conditions, and ownership of durable goods. These factors help segment populations into meaningful groups for research and analysis.

SEL definitions are not universal. Each country may apply different criteria, and there is no standardized global approach. Variations often reflect local realities such as poverty rates, income inequality, GDP per capita, and the size of the middle class.

SEL is particularly relevant in Latin American countries and India — two regions with some of the highest levels of inequality worldwide — where it is widely used to better understand consumer behavior, social dynamics, and market opportunities.

Applicable Countries

Brazil, Chile, Colombia, Ecuador, India, Mexico, Peru, Venezuela.

⚠️ Note (Brazil): Official Household Income (HHI) data is mapped directly to Socioeconomic Level (SEL). Only HHI will be available for targeting. Respondents will see HHI breaks during the survey, but the Stats page will display both HHI and SEL data for analysis.

⚠️ Note (Mexico): Socioeconomic Level (SEL) is typically measured using a composite index based on household characteristics rather than directly using household income (HHI).

Setting Up SEL

You can target by either Household Income (HHI) or Socioeconomic Level (SEL) — but not both. When SEL targeting is selected, respondents will not be asked the HHI question, and vice versa.

With one of the applicable countries selected on the Target Market page:

1. Click the ellipsis next to Annual Household Income.
2. Select either Annual Household Income or Socioeconomic Level.
3. Click the dropdown and select the desired SEL or HHI targeting parameters.

SEL & Quotas

Within a single survey, you can target by either HHI or SEL — not both. If multiple quota types are applied, all quotas default to the selection of the first quota.

• If the first quota is set to SEL, the second quota will automatically populate to collect SEL.
• If the first quota is later changed to HHI, the second quota will automatically reset to collect HHI.

⚠️ Note: SEL is not currently included in parallel quota presets. Only age and gender presets are available.

Results Page

The SEL variable is available as a filter on the Results page.

1. Click Filter in the left side menu.
2. Click the Socioeconomic Level dropdown and select the SEL variable(s) to filter by.
3. Click Apply Filters.

⚠️ Note: Segmentation data is not shown on the Stats page, but it can be exported upon request. Reach out to your account manager or support@aytm.com for assistance.