Chapter 3
Understanding your demographics
Consumers are more free than ever to construct lifestyles and mindsets of their own choosing, regardless of their age, gender, location and more. To thrive in this environment, brands and businesses need to embrace new strategies.
I met with David Mattin, the global head of trends and insights at TrendWatching and author of Trend-Driven Innovation, published by Wiley. TrendWatching is an innovation advisory firm with over 1,200 clients and a global network of 3,000+ trend spotters helping them to stay on top of the latest around the world. For more information, visit: http://trendwatching.com/.
Key takeaway
Demographic segmentation of customers is no longer an effective way to predict customer behaviours ...
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