B2B marketing data consultancy, Information Arts, has launched BASE – a new segmentation system to allow access to the lifestyle and buying attributes of the self-employed – a traditionally difficult target zone due to a lack of data and insight.

New research by Information Arts shows the self-employed behave and make purchasing decisions more like consumers than businesses.

Simon Lawrence, Information Arts’ CEO, said: “The self-employed sector has, until now, been the hardest sector to reach for marketing professionals, but with the creation of BASE we have finally lifted the lid on the buying attributes of this sector. The arrival of BASE as an further segmentation attribute of our own OMNI database will spell an end to the blind targeting of the past, allowing it to be replaced by greater insight and a much higher success rate for marketing professionals. With over a million micro and small enterprises in the UK alone, this sector is poised to become a very profitable market.”