Mark Ritson: Only crap marketers mistake stereotypes for segments

12 september 2017
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There has always been a very uncomfortable proximity between segments and stereotypes. The only difference is data. If I say that women like pink and men like blue I am a sexist moron. But if I have a survey of a representative sample of the British public that shows a statistically significant skew of female consumers preferring the pink version of my product and a male preference for the blue alternative, I am a marketer armed with insight.

Tricky stuff, eh?

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