Surviving the evolution of insights: Values, not demographics

Vrushali Lad

The most important factor driving consumer behaviour is values and those attending the ZeeMELT 2022 conference heard why marketers should reorient their practices to account for it.

Demographic data is central to most marketing efforts but what if it is not the best tool at your disposal? Is there a better one?

These questions formed the crux of a talk by researcher and Valuegraphics founder David Allison on the first day of ZeeMELT 2022, an annual conference that brings together prominent minds in marketing, media, digital and advertising to discuss the best disruptive practices.

Speaking on ‘Surviving the evolution of insights’, the talk offered pointers on how and why marketers need to reorient their practices to account for the most important factor driving consumer behaviour: values.

“The...

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