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Your Segmentation Makes Us Sad
Manage episode 384017096 series 3529093
Segmentation studies, those famously dense reports that outline the differences between 'target audiences', are part and parcel of daily life in advertising. In theory, they help us understand what drives our audiences and connect with them on a meaningful level. In practice, many of these studies create a picture of an alternate universe people by caricatures of our audiences, filled with "doctors who dabble" and "enthusiastic enablers" whose lives revolve around our products. Join us as we discuss just what segmentation studies get right, and wrong, in the modern practice of advertising.
If you have any questions, feedback, or just want to say hi, email us at medicalanthropology@havas.com
Check out Breaking the Code on LinkedIn: https://www.linkedin.com/company/breaking-the-code-havas-health-and-you-podcast
41 episodes
Manage episode 384017096 series 3529093
Segmentation studies, those famously dense reports that outline the differences between 'target audiences', are part and parcel of daily life in advertising. In theory, they help us understand what drives our audiences and connect with them on a meaningful level. In practice, many of these studies create a picture of an alternate universe people by caricatures of our audiences, filled with "doctors who dabble" and "enthusiastic enablers" whose lives revolve around our products. Join us as we discuss just what segmentation studies get right, and wrong, in the modern practice of advertising.
If you have any questions, feedback, or just want to say hi, email us at medicalanthropology@havas.com
Check out Breaking the Code on LinkedIn: https://www.linkedin.com/company/breaking-the-code-havas-health-and-you-podcast
41 episodes
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