Unconscious Bias the Strategic Opportunity: Family Segmentation

How many of us still think that the family model is Mum, Dad and 2.4 children? By the look of the marketing creative we produce I can tell you that it is a LOT of us. When spending time on the client side, I realised that it was uncommon for the creative agency, media agency, strategy team, sales team, marketing team, shopper data and researchers to all understand the target audience to be the one profile, and many times they really don’t actually know. Many are engrained in their past systems and personas because ‘that’s how we always do it’ and it validates their past performance. I haven’t yet seen one group all aligned. So, what’s going on?

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