The death of demographics
This article is part of a series of articles on how to define and reach the audience. Read more.
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. (Sun Tzu, Chinese general, military strategist and philosopher)
Clearly, there's more to understanding people than focusing on the apparent differences between them. By the same token, there's more to understanding customers than sorting them according to a schema of apparent differences. Yet, in effect, that's how segmentation is widely practised. That's a 'depth deficit' with growing ramifications. We can...