Overview

Segment Opportunity Simulator (SOS) tells the story of the growing minority ethnic heritages in the US and UK and allows a user to gain insights about who these audiences are exactly and how, why and when this growth projection, over a 20-40 year period will affect their buying power and the categories they are most likely to interact with.

The productization of "Segment Opportunity Simulator" came from the thought leadership report WPP Consumer Equality Equation, about the consumer experience and business value of underserved audiences in the UK and US.