Classifying people: Why classify?

Michael Bird

A review of papers given at the Admap seminar: 'Classifying People 1990' (October 1990). Categorising people becomes more important as people constantly change.

Why classify?

Michael Bird

An expert presiding over ADMAP's recent seminar on consumer classification. Michael Bird here remarks on its material, and provides significant observations of his own. He notes that the subject of categorising people is enduringly more important, as people constantly change. Media selection may be its least interesting application - cf its potential in creative briefing; improved sample controls; and improved basic understanding of consumers, especially the central issue of providing a marketplace language.

Demographic classifications alone reveal a wealth of rich detail, have potential for interlacing, and can be enhanced if combined with other indicators,...

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