By Mindi Chahal

Marketers could be missing out on appealing to receptive consumers as new research dispels myths around the use of traditional marketing segments. Although some demographic groups continue to show a strong affinity with particular brands, they are often not the ones marketers would naturally expect.

The study by Network Research of 1,500 UK consumers looks at how people relate to some of the UK’s most popular brands based on rational and emotional attitudes, which reveal an alternative view on traditional age, gender, income and social grade segmentation.

It shows consumers might be better targeted by their attitudes and gives examples of sectors Read full story ›

Source: Marketing Week