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Connecting with people in a fragmenting world: Expanding beyond consumerism

Murray Campbell

Abstract

This presentation addresses one of the core roles of market research;  to be a translator between the business objectives of clients and the needs of people they are wanting to connect with.

Many different techniques have been applied to assist with this translation process.  Businesses have used the segmentation routines to identify unmet needs, and then to formulate relevant offerings and marketing and media strategies, often, with considerable success. The reality is, however, that people do not wake each day reflecting how great it is to be in a particular sector of marketer’s segmentation routine. Instead, individuals are concerned with their own hopes, fears, dreams and anxieties, and those of their family and friends. This presentation shows that it is increasingly important that market researchers help their clients understand the broader context of people’s lives..

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