Humanising the marketplace: a manifesto for brand growth

Christophe Fauconnier, global accounts director of Synovate Censydiam, argues that most conventional segmentation techniques fail to answer the most important question: 'How can we move people to engage with our proposition?' He argues for psychographic segmentation and describes a case study on the motives for betting and gambling.

Humanising the marketplace: a manifesto for brand growth

Christophe Fauconnier

How can I break through? The old question will no longer do. We need a new question: How can we be invited in?

Knowing who a person is does not mean we know how to move them,...