Mythbuster: Realities of segmentation
Les Binet and Sarah Carter
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them... like the idea that brands are ‘segmented'
We were recently asked by a client to conduct some research into baby food. The research brief was carefully crafted – groups were to be among mothers of babies aged between six and 12 months, and split by the brand of baby food they regularly bought.
So, we had a group who regularly bought a new premium, organic brand in funky pouches;...