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Forget demographics – marketers need to be concentrating on shopper mindsets, says Chris Carter, of smp. All too often, how marketers seek to understand shoppers becomes a game of Guess Who. Match the shopper to a certain set of characteristics and Bob’s your uncle.

Beyond shopper demographics: moving from ‘who’ to ‘why’

Forget demographics – marketers need to be concentrating on shopper mindsets, says Chris Carter, of smp All too often, how marketers seek to understand shoppers...