at the intersection of brands, media and culture

The Reason Segmentation Is Dead

In Uncategorized on August 19, 2008 at 11:01 am

As brand strategists, we’ve been looking at the slow death of traditional segmentation analysis for a while now and talking clients through other ways to group their audiences. This video shows you why the hassle:

Steve points us to another fun article from The New Yorker. My favorite quote: “In sharp contrast to last year’s similar polling question, conducted by the Ohio Bureau of Motor Vehicles for Indiana State University, only seventy-five per cent of respondents this year thought “with certainty” that they were being interviewed.”

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