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Heidi and the Bollyblog: The people focused approach - an experiment

Ayobamidele Gnädig, Alain Messerli & Natascha Haehling van Lauzenauer

Abstract

This presentation addresses the way we research people; focusing on the sense and non-sense of segmentation models. It argues that  often our way of looking at consumers is ruled by generalisations, models and metaphors and target group identities which are built around stereotypes and clichés. These are more and more falling short of mirroring the reality of the demanding and increasingly ‘irrational’ behaviour of real people. This is a critical look at segmentation models and a claim that we should look at people rather than segments.

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