Best practice in survey design for segmentation

Alex Wheatley, Jon Puleston and Jason Brownlee

Offers some best practices on how to achieve good survey design and be immunised against survivor bias.

The death of demographics

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

We are witnessing a growth in the volume of segmentation research being conducted right across our client base. This is perhaps surprising given the recent negative sentiment about segmentation expressed by marketing academics like Byron Sharp. So what's driving this trend? A key factor has been the volume of data generated by modern digital platforms, embedded sensors and mobile devices, which is doubling every three years. Companies that own or access this kind of deterministic first-party...

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