BGO: MR’s PME problem

Market research can do with a overhaul. This post briefly examines why, what and how.

Of Milk, “Lab Rats” Research and Deprivation Marketing

This post examines a rarely used advertising strategy in the context of the 25th anniversary of a world-famous advertising campaign. It also highlights an unusual research strategy that was causal in creating the iconic campaign.

Personality Based Targeting: Will Marketing Come Full Circle?

Is marketing coming full circle? In the days of the bazzar the shrewd shopkeeper read the personality of the shopper in seconds and tailored his sales pitch accordingly. In the age of lives leaving extensive digital footprints and AI, it is now increasingly possible for modern marketers to do so. Post the Cambridge Analytica scandal, the question is whether they should do so or be allowed to do so? This post argues that the potential for personality targeting provided it is done with permission of the individual and not sneakily

The Business Case For Using AI Now? Two Words – Better Predictions

The latest buzz in the technology and business world is around AI. While AI has its esoteric, futuristics and even doomsday dimensions that excite and provoke, in the here and now it has practical applications that improve business efficiency and outcomes. Today’s post takes a brief look at this dimension of AI

The Emergence of Self-Segmentation

In my experience segmentation will, as the digital age proceeds, morph into two separate but complementary dimensions.
The first dimension I would call “Proto-Segmentation” in that it will be as defined by Wendell Smith in 1956: “Market segmentation involves viewing a heterogeneous market as a number of smaller homogeneous markets in response to differing preferences, attributable to the desires of consumers for more precise satisfaction of their varying wants”
Proto-Segmentation will drive the development of products and services for at least the next few decades until driven by advances in 3D printing and artificial intelligence, the age of the on-the-fly customisation of products and services dawns.
The second dimension is the dimension of “self-segmentation”. The rise of self-segmentation is the direct result of the rise of social networks and online communities combined with the new era of the Web-empowered consumer.

A New Era In Advertising Creativity?

The most effective of creative people in advertising people have always known that engagement in the key to successful advertising. … More

Marketing Enlightenment

Read Steven Pinker’s new book “Enlightenment Now”. There are many of us who see tribalism, … More

Transiting from the Age of Segmentation to The Age of Personas

About a couple of years ago marketers across the word were falling over each other to better understand the Millennials … More

Narrative Coherence: The Emerging Measure of Brand Equity?

Over the past decades technology has wrought many changes around us. The most important change has been is the … More

Legacy Newspapers as Social Media Platforms: An Opportunity

There is unease in the boardrooms of the Indian newspaper industry. This despite the fact that, bucking … More