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.

It’s important to note that 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. In these markets, SEL is widely used in research to better understand consumer behavior, social dynamics, and market opportunities.

Applicable Countries

Note: In Brazil, official Household Income (HHI) data is mapped directly to Socioeconomic Level (SEL). As a result, 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.

Setting up SEL

Users can choose to target by either Household Income (HHI) or Socioeconomic Level (SEL). When SEL targeting is selected, respondents will not be asked the HHI question. Conversely, when HHI targeting is selected, respondents will not be asked the SEL question.

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

1. Click the ellipses next to Annual Household Income.
2. Select either Annual Household Income or Socioeconomic Level.
3. Click the drop-down menu and select the desired SEL or HHI targeting parameters.

SEL & Quotas

When setting quotas within a single survey, you can target by either Household Income (HHI) or Socioeconomic Level (SEL)—but not both at the same time. If multiple quota types are applied, all quotas will default to the selection of the first quota.

For example:

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

Note: At present, SEL is not included in parallel quota presets. Only age and gender presets are available.

Results Page

On the results page, the SEL variable will be available for filtering. 

1. Click the Filter in the left side menu.
2. Click the Socioeconomic Level drop-down menu and select the SEL variable(s) you'd like to filter by.
3. Click Apply Filters.

Note: While Segmentation data is not provided on the stats page, if can be exported and supplied by our team upon request. Reach out to your account manager or support@aytm.com for assistance.