Don’t be that Persona!

This talk will help you bring precision to defining your target and segments, and find the “just right” people who’ll really grow your business. The session is useful for all marketers, particularly those in brand planning, digital strategy, media planning and comms planning.

After this session, you’ll be able to:

  • Avoid being stuck with look-back segmentation
  • Avoid squeezing segments into a syndicated, off-the-shelf system
  • Look beyond the massive bias factors with personas
  • Pay attention to critical attitudinal and behavioral consumer traits