The power of nuance

This article describes Nuanced Portraits, a tool for additional segmentation. Types of segmentation include attitude and usage studies (discrete groups matched with products); relationship marketing (based on ascribed customer values); personas (bringing to life 'types of users') and Nuanced Portraits (NPs) discrete or non-discrete profiles based on cultural perceptions and behaviours; inform communications and interaction systems in more personally relevant ways.

The power of nuance

Andrea Ring and Anne Benvenuto

To keep things simple, we believe we can all agree that marketing has become extremely complicated. And when it comes to target segmentation in this highly fragmented, complicated marketplace, discrete attitude usage (A&U/U&A) segmentation is a good place to start, but it may not tell the whole story. Today's marketing solutions are based as much on differences as they are on similarities. If we want to reach consumers effectively in the current digital world, we need a set of harder-working consumer-profiling tools that embrace these differences in culture, behaviour,...

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