The power of nuance
Andrea Ring and Anne Benvenuto
To keep things simple, we believe we can all agree that marketing has become extremely complicated. And when it comes to target segmentation in this highly fragmented, complicated marketplace, discrete attitude usage (A&U/U&A) segmentation is a good place to start, but it may not tell the whole story. Today's marketing solutions are based as much on differences as they are on similarities. If we want to reach consumers effectively in the current digital world, we need a set of harder-working consumer-profiling tools that embrace these differences in culture, behaviour,...