To stay competitive, businesses need to understand their audiences, using psychographic and behavioral data – but data bias sometimes gets in the way. That can mean assumptions become ‘facts’, and audiences are analyzed through a fog of preconceived notions.

Why it matters

Letting go of assumptions in gathering and processing data is the best approach to understanding audiences. If campaigns speak to stereotypes, they could miss valuable segments.

Takeaways

• Representing diversity first means understanding it better.
• Unbiased data reveals nuances and convergences between different groups; for instance, GWI USA data shows that around 1 in 10 Hispanic Americans also identify...