Audience Segmentation

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

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

I hope you enjoy the presentation on quantitative attitudinal audience segmentation research I gave this week at the BOLO 2010 conference.  It's on Prezi, which is a new technology for me but I'm very … [Read more...] about Relevance Mapping: Using Data to Uncover the Real Motivations of Your Target Audiences

This week I'm privileged to be presenting a session on the importance of true attitudinal audience segmentation research to digital agencies at the BOLO 2010 Conference. I am also proud to be regular … [Read more...] about Speaking at BOLO 2010

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. One of the biggest challenges I find companies have with … [Read more...] about Segmentation Exposed: Making Segmentation Data Actionable

This is one of a series of posts about a real-life attitudinal audience segmentation project.  See other posts in this series. Now we get to the fun part.  They survey's been fielded and the data's … [Read more...] about Segmentation Exposed: Data Data Data!