Marketing and Research Consulting for a Brave New World
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Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.

Advertisers, not media should now define the audience. Use consumer segments as building blocks to get both short term and long term benefits.

consumer segmentation is important, but as an input into something moreā€¦the creation of an audience for a specific purpose.

Traditional consumer research is maddening because it is rarely actionable. Here is how to fix this in a digital and social age.