Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.
Feb
14
Relating consumer segmentation and high performing audiences
In: advertising, big data, data driven marketing, digital marketing, programmatic advertising, research transformation
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Apr
10
Four new approaches to consumer segmentation in a digital and social age
In: advertising, digital marketing, facebook, innovation, market research, marketing
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Traditional consumer research is maddening because it is rarely actionable. Here is how to fix this in a digital and social age.
Jan
18
With 80% of new products failing and with most of the breakthroughs actually being line extensions, we have to admit the CPG approach to innovation is broken. here is how to fix it