Consumer behavior change enabled by interactive technologies (IntTech) has stood traditional consumer segmentation theories and practices on their heads. Clustering by demographic similarities or by lifestyle no longer adequately describes how consumers decide on and choose products and services.
Turning the Long Tail on Its Head: Consumer Evolution and Informedness
Posted March 31, 2007 | Leadership | Leadership | Leadership |
About The Author
Dr. Steve Barnett is President of Bardo Consulting where he designs and directs consumer research and strategy projects that use both ethnographic methods and real-time software data analysis. Dr. Barnett enjoys an international reputation for his expertise in consumer and market strategy, branding and business strategy development. He works with clients such as Proctor & Gamble, Pepsi, Colgate, Pfizer, Heineken, Cadbury Schweppes, Saatchi… Read More
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