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Benchmarking provides a map for identifying individuals and concentrating resources

by Dan Naylor | Mar 15, 2016 | Audience Research

This morning, I was stuck by a story on BBC Radio Four that highlights the strength of benchmarking and demonstrates real insight from segmenting data. The story was about a study conducted by the MOD and published this morning in the Lancet. Service personnel ‘more...

Where do target audience definitions come from?

by Dan Naylor | Feb 3, 2016 | Audience Research

Stop and think. Where did the definition of the target audience you are currently working to actually come from and how often is it revisited. When asked directly most marketing people don’t know. The target audience definition can be a little like internal folklore,...

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