Segmentation through brain response

Heather Andrew

Reveals the role neuroscience can play in providing a new segmentation approach based on how personally relevant the brand communication is to the audience.

The death of demographics

This article is part of a series of articles on how to define and reach the audience. Read more.

Recent IPA data has revealed that our media consumption patterns continue to fragment, with brands competing for our attention across a crowded market. In this environment, understanding an audience, identifying different segments and drawing out insights to allow meaningful targeting is paramount. Unfortunately, demographic splits – the most basic of audience segmentation tools – can no longer live up to this challenge alone.

Of course, demographic splits can be a useful starting point. They provide a...

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