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The Minerva model: find and analyse your target group

If you work in marketing or have been to a business school, you've probably heard of the Minerva model. It is a clear favourite in the Danish consumer segmentation market. If this is your first encounter with the model, or if you could use a refresher on its usefulness, read on. Then I'll make sure you're well equipped to do sharp segmentation.

Read about: the blue segment - the green segment - the violet segment - the pink segment - the grey segment

Webamp The team
- Specialist
Last updated: 12. dec. 2022

What is the Minerva model?

The Minerva model is a Danish-developed model that quickly and easily provides an insight into the lifestyle of Danes divided into five main groups. The model is built around a coordinate system where the y-axis distinguishes between modern/traditional and the x-axis distinguishes between idealistic/materialistic.

This gives four different segments; the green, blue, pink and violet, plus a smaller fifth segment in the middle called the grey segment.

The five segments map the population on the basis of lifestyle and values. It includes factors such as gender, age, work and geography, giving an insight into the Danish population as a whole.

The model's effective segmentation of the population makes it relevant for working with policy purposes where lifestyle and life values are linked to our political views.

It is also useful for business purposes, as companies can use it to gain insight into customers' needs in terms of lifestyle, attitudes and life goals. In this way, they can determine which audiences are relevant to target for specific campaigns.

minerva models

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The 5 segments - what is the meaning?

Now we have made a brief acquaintance with the model and the five segments. But in order to use it to look at the population, we obviously need to know what the fields mean and what they can do.

Here is a quick overview of the five segment groups that make up the Minerva model:

The blue segment

The blue segment is defined as materialistic individualists and makes up about 25% of Danes over 13. This group of the population is characterised by high income and high consumption. They like to seek status among the rest of the population.

The segment contains a preponderance of men, who typically vote Left, Liberal Alliance or Conservative.


  • Materialistic and modern
  • Small preponderance of men employed in the private sector
  • Typically reads Berlingske
  • Typically a career-minded man in his 30s.

The green segment

The green segment is defined as solidary individualists and constitutes about 25% of Danes over 13. Like the blue segment, they are also well educated, but are more concerned with the moral aspect of consumption.

The group is generally community-oriented and is made up primarily of women who are attracted to modern, left-wing political parties.


  • Idealistic and modern
  • Small preponderance of women employed in the public sector
  • Typically reads Politiken
  • Typically a woman in public service who buys organic.

The violet segment

The violet segment is defined as traditional materialists and constitutes about 20% of Danes over 13. The violet segment is partly similar to the blue segment, as it is also made up of a preponderance of men with high consumption. However, this group has a lower income and places more emphasis on traditions.

They still like to vote blue - both the Left, Conservatives and Danish People's Party are particularly popular here.


  • Materialistic and traditional
  • Small preponderance of skilled men
  • Typically reads BT and Ekstra Bladet
  • Typically a craftsman who loves to 'do it yourself'.

The pink segment

The pink segment is defined as traditional idealists and constitutes about 20% of Danes over 13. This group has a predominance of women who have a low income. The segment typically lives outside major cities, has a family focus and values traditional interests that can be pursued at home.

They are also typically attracted to parties like the Social Democratic Party and the Danish People's Party.


  • Idealistic and traditional
  • Small preponderance of skilled women
  • Typically reads BT and Ekstra Bladet
  • Typically a daycare mom who loves the coziness of home.

The grey segment

The grey segment is located in the centre of the coordinate system, where it represents only about 10% of Danes over 13. The segment typically consists of young people who do not yet belong to one of the other segments and therefore have no clear profile. This group therefore has no clear characteristics.

Get a successful marketing strategy with the Minerva model

Now that you have a brief insight into the segments and usability of the simple Minerva model, you are one step closer to creating a sharp and effective marketing strategy. Indeed, an essential part of creating an effective campaign is having an insight into the target audience you are trying to reach.

If you still need sparring and advice in the search for the exact target group, do not hesitate to send us a message. Webamp is a SEO agency that not only knows how to work with the Minerva model - we are experts in targeting both through Google Advertising, Facebook Advertising and other SoMe marketing.

Contact me or one of my colleagues at Webamp on phone 70 60 50 28 or by email at info@webamp.dk.

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