The 'fourth dimension' of segmentation | WARC: LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.
Writing in the current issue of Admap, Heather Andrew, CEO of research business Neuro-Insight, argues that the traditional ‘three dimensions’ of audience segmentation – who people are, what they do, and how they (say they) think and feel – overlook the essential unpredictability of human beings.
“If you are looking at how often people go online or how many pets they have, they’re generally going to be pretty good at telling you,” she notes.
“But, when it comes to understanding attitudes and actions that have a stronger emotional component, ignoring the subconscious – the ‘fourth dimension’ – can be a huge omission.”
Neuroscience can provide a new and different segmentation approach based directly on brain response, she asserts. (For more details, read the full article: Segmentation through brain response.)
Writing in the current issue of Admap, Heather Andrew, CEO of research business Neuro-Insight, argues that the traditional ‘three dimensions’ of audience segmentation – who people are, what they do, and how they (say they) think and feel – overlook the essential unpredictability of human beings.
“If you are looking at how often people go online or how many pets they have, they’re generally going to be pretty good at telling you,” she notes.
“But, when it comes to understanding attitudes and actions that have a stronger emotional component, ignoring the subconscious – the ‘fourth dimension’ – can be a huge omission.”
Neuroscience can provide a new and different segmentation approach based directly on brain response, she asserts. (For more details, read the full article: Segmentation through brain response.)