The Heidi segmentation builds on the forecast that by 2025 women will own 60% of the nation's wealth, as a valuable target for marketers. It looks at women who earn comfortably, live in desirable areas and like to spend.
The group is split into four further segments: Aspiring Heidi; Genuine Heidi; Experienced Heidi and Domestic Heidi.
The Mass Affluent audience covers individuals aged between 30 and 50 who fall between middle class and wealthy consumers. They earn in excess of £50,000 a year, have money to spend and are willing to pay for quality and luxury items.
Mass Affluent individuals are segmented further into the following groups: Family Feelgoods, Accomplished Singles, Unattached Traditionalists, Go Getting Dinkys, Maintained Single Parents, and Contented Greys.
Both the Heidi and Mass Affluent segments were built using EuroDirect's Data Exchange database, which includes shareholder records, council tax records, income records, transactional information, household composition information and consumer credit records.
Leanne Davidson, head of product management at EuroDirect, said: "Information about consumers' wealth, purchasing powers and attitudes has never been as relevant as it is in today's economic climate.
"The Heidi and Mass Affluent segments allow marketers to develop a deeper understanding of individuals with higher incomes and can put brands in touch with people who are still willing and in a position to spend money in these difficult times."
Tony Lamb, head of data at Royal Mail, added: "Now more than ever it is vital for companies to be as accurate as possible with their targeting of marketing campaigns to prospects as this improves effectiveness while also saving them money.
"These new classifications provide the power to pinpoint and communicate with specific affluent subsets of the UK population, a tremendous asset in the current economic climate."
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