Five Gerbera flowers in a crystal flower pot in row isolated While demographic research is valuable, it leaves a lot of unanswered questions. Attitudinal segmentation research, on the other hand, … [Read more...] about How to Identify Your Agency Segment
Audience Segmentation
New Research Shows How to Make Your Agency Unbeatable
Between talent shortages and client defection, establishing a clear niche, and building a positive reputation, there are a lot of moving pieces that can fall apart for agency owners. In the worst-case … [Read more...] about New Research Shows How to Make Your Agency Unbeatable
How Often Should You Redo Audience Segmentation Research?
“For how long are attitudinal segments valid? One year? Two? Five?” The fact is, much depends on the industry you’re in. If it’s experiences massive changes in technology or public perception (think … [Read more...] about How Often Should You Redo Audience Segmentation Research?
Overcoming Persona Problems
in late 2018 I had the pleasure of spending a few days with more than 75 agency owners at the Agency Management Institute All AMI Conference during which I hosted two roundtable discussions about … [Read more...] about Overcoming Persona Problems
Is Your Client Ready for Research?
Research can be a difficult topic to broach with clients. I go into every discussion with a new agency or prospective client assuming they’ve had a bad experience with research -- because most of them … [Read more...] about Is Your Client Ready for Research?
New Audience Audit Study Reveals What Agency Clients Want – and Why
Today at the BOLO conference for digital marketing agencies, Drew McLellan and I presented the first look at our new study aimed at understanding how clients choose agencies -- the attitudes clients … [Read more...] about New Audience Audit Study Reveals What Agency Clients Want – and Why
