Psychographic profiles matter more than consumers’ status

Nick Murray

This paper argues that demographics based on socio-economic status no longer work for marketing, at least in the UK.

Psychographic profiles matter more than consumers' status

Nick Murray

Britain is a society in which 'mass' marketing solutions no longer really work. In the past ten to 15 years, we have seen a wholesale shift away from collective values towards individual ones, which, not surprisingly, coincides with the rise of the digital age and the free and easy access to information and media that come with it.

While we have always been known as a nation of obstinate individualists, it is only during this recent period that we have really had the opportunity to explore this individualism to its full....

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