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Paper
1.
CGM: the power at the margins
Brian Dargan and Matthew Hunt, Admap, April 2007, Issue 482, pp.27-29
Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

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Subjects
Age: 0-12, children

Age: 13-19, teenagers

Age: 19-25, young adults

Age: 26-49, mid years

Age: 50 plus, seniors

All adults

Business: Board level

Business: Buyers, specifiers

Business: Distributors, retailers, trade

Business: Farmers, vets

Business: General business

Business: Medical, doctors

Business: Professionals

Business: Small businesses, SMEs

Business: Teachers

Education: Post-graduate

Education: To 16 years

Education: To 18 years

Education: University, college

Employment: Employed

Employment: Job-seekers

Employment: Retired

Employment: Unemployed

Ethnicity: Ethnic majority

Ethnicity: Ethnic minority

Household: Children at home, families

Household: Home owners

Household: Housewives

Household: Local community

Household: Married, cohabiting

Household: No children at home

Household: Parents

Household: Single, divorced

Household: Taxpayers

Income, grade: ABC1, office

Income, grade: C2DE, manual

Income, grade: Higher

Income, grade: Lower

Income, grade: Middle

Opinion leaders: Mavens

Product use: Cameras, photography

Product use: Car drivers

Product use: Drinkers

Product use: Fashion enthusiasts

Product use: Food enthusiasts

Product use: Gardeners

Product use: Investors

Product use: IT, Internet, gamers

Product use: Mobile phones

Product use: Museum, gallery visitors

Product use: Pet owners

Product use: Property buyers

Product use: Rail, bus users

Product use: Slimmers, dieters, health conscious

Product use: Smokers

Product use: Sports enthusiasts, fans

Product use: Travellers, tourists

Segmentation: Geodemographics

Segmentation: Lifestyle, attitude

Sex: Female

Sex: Male

Shopping: Christmas shoppers

Shopping: Main shoppers

Shopping: Secondary shoppers