Segmentations: when research collides with life

Good segmentations are costly, complex and constantly refined undertakings: multi-disciplinary, multi-agency, multi-methodology. So they must be right.

But in many ways the lack of science or real laws in marketing tempts us to give segmentations more credibility than they sometimes deserve.

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You cannot be serious?

TARS: I have a cue light I can use to show you when I’m joking, if you like.
Cooper: That might help.
TARS: Yeah, you can use it to find your way back to the ship after I blow you out the airlock.
[cue light flashes]

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Nosy algorithms and secret sauces

Videos, despite being mightily powerful business tools for engagement and persuasion are, frankly, dumb beasts.

For all their walkie-talkie pfazz, they are black boxes.

Worse: they suffer from their own form of Locked-In Syndrome. Once viewed. They then close up. You know their name. But not what’s going on inside.

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Use Your Customers as Ethnographers

When it comes to discovering unmet customer needs and innovation opportunities,there’s no substitute for in-the-moment, in-context observation for making meaning out of the complex weave of emotion and rationality that drives consumer behavior.

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