?In a world where we can access more numbers about more customer events than ever before, are we getting any nearer to seeing the world through our customers’ eyes? Or hearing our messages through their ears? Only by keeping our eyes, ears and minds wide open can we develop marketing and branding that will be seen and heard and welcomed by our current and future customers.
Read the full paper here Being a Customer Interpreter
Markets have changed and marketing must do too. In this paper I propose an alternative approach to segmentation and show how it might affect the way we work including an update of what we have learnt from segmentation.