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Saadullah Khan

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Moving towards Behaviourally-based Segmentation Methods

Demographic segmentation is known to be prone to the pitfalls mentioned in Johanna's talk. However, the greatest advantage being of demographic data ease of which it can be used. For example, if you were to go out into the street you could count the number of 18-25 males with relative ease. However, psychographics are harder to get at and people generally do not want to talk about them.

The beauty of the internet is that it allows us to segment BEHAVIOURALLY - discounting both demographics and psychographic to get to what arguably matters most: our actions and what drives them.

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