Viewpoint - The Splintered Society
Chairman of the Royal Institution
The consumers' universe is growing more and more fragmented with every day that passes – and I fear the market research business is not keeping ahead of the curve. Like everyone else in marketing and the media, market researchers are bedazzled by the fragmentation of television channels. Heaven knows why. Television fragmentation is but one-tenth of magazine fragmentation, and the fact that you can no longer reach half the population with a single peak-time spot on Coronation Street is of almost no significance whatsoever. You could never, ever reach half the population with a single press or magazine ad, or poster site, but that has never detracted from their marketing effectiveness. Arguably, it has enhanced it.