Relevance Mapping: Using Data to Uncover the Real Motivations of Your Target Audiences

I am currently finishing up an audience segmentation project for a large multi-channel retailer.  As usual, we’re trying to identify the key motivations for their various customer groups. I was surprised to hear from my client contact that, when pursuing such a project was discussed in a team meeting, one of the team members was…

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. I’m a marketing strategist.  I’ve spent the last 25 years (gack!) learning (and then helping other organizations learn) how to get the right message to the right people in order to get those people…