Why taste communities are the future of marketing

Instead of focusing on consumers’ individual personas, marketers should look at the communities to which they belong. Consumer personas are like horoscopes. “Nicole is careful with her spending, but under the right circumstances is willing to splurge on herself, if the mood strikes her.” Read carefully, and psychographic profiling is full of  generic, unverifiable, ambiguous and often  contradictory language that supports a number of interpretations. Read more…