Running a small business isn't easy, and finding ways to improve your product or service to meet your customers' needs is a never-ending process. For Audience Audit, sometimes the answer has come … [Read more...] about Great Partners Aren’t Always People
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The Trap of Persona Images
Many of our clients follow up our attitudinal segmentation findings by crafting personas for their clients, summarizing the segments we have identified in the research. While personas can be a … [Read more...] about The Trap of Persona Images
Getting Into the Social Habit
A few of my friends are putting together a fascinating new piece of research called The Social Habit, providing a wide range of insights into how consumers use social media. I'm really jazzed about … [Read more...] about Getting Into the Social Habit
Why Companies Aren’t Segmenting, Even Though They Admit They Should Be
The evidence is in - segmented emails work better. A recent HubSpot article by Pamela Vaughn does a great job of detailing WHY segmentation is so important, and she cites data from Lyris and HubSpot … [Read more...] about Why Companies Aren’t Segmenting, Even Though They Admit They Should Be
B-to-B Audience Segmentation: A Case Study
Often I'm asked if attitudinal audience segmentation can benefit B-to-B companies as well. While B-to-B projects carry some unique challenges compared to B-to-C initiatives -- finding enough … [Read more...] about B-to-B Audience Segmentation: A Case Study
Using Your Dog Whistle
I'm a big fan of "The Good Wife" and the other day was watching a episode in which a key character was discussing his political campaign with his campaign manager and pollster. In an attempt to … [Read more...] about Using Your Dog Whistle
