Mythbuster: Realities of segmentation

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

Mythbuster: Realities of segmentation

Les Binet and Sarah Carter

DDB

Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that brands are ‘segmented'

We were recently asked by a client to conduct some research into baby food. The research brief was carefully crafted – groups were to be among mothers of babies aged between six and 12 months, and split by the brand of baby food they regularly bought.

So, we had a group who regularly bought a new premium, organic brand in funky pouches;...

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