Connecting with people in a fragmenting world: expanding beyond consumerism

Murray Campbell
TNS, New Zealand


One of the core roles of market research is to be a translator between the business objectives of our clients and the needs of people they want to connect with.

Many different techniques have been applied to assist with this translation process. Businesses have used segmentation routines to identify unmet needs, and then to formulate relevant offerings and marketing and media strategies, often, with considerable success.

The reality is, however, that people do not wake each day reflecting how great it is to be in a particular sector of a marketer's segmentation routine.

Instead, individuals are concerned with their own hopes, fears, dreams and anxieties, and those of their family and friends.