Audience Segmentation

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What Marketers Don’t Know About People With Disabilities

People with disabilities don’t want to be defined by the stigma of being differently abled. By celebrating people for who they are and adapting experiences through their lens, we get the privilege of seeing how they shine. ThinkNow ConneKt surveyed over 500 people with disabilities who identify as Non-Hispanic White, Hispanic, and African American and discovered these amazing stats.

Inclusivity and Representation in Gaming Matters

People who have been on a Zoom call with me can undoubtedly tell that video games greatly impact my life. Having been an avid gamer since the Atari 2600 days, I have seen the gaming world evolve over the years. According to IDC Data, what was once thought of as a kid-friendly pass time has matured, posting revenue that rivals the movie industry and North American sports combined with a whopping $180 billion in global sales in 2020.

In The Shadow Of Women’s Equality Day, Financial Inequity Persists For Women

When it comes to women’s rights, the U.S. has come a long way. It’s hard to believe that just 100 years ago, white women received the right to vote. The ability to vote and have their voices heard impacted several facets of politics and the economy. It wasn’t until 1965 that all U.S. citizens were granted the right to vote with no restrictions. However, women are still fighting for equality in many different areas of their lives, including their finances.

Multicultural Consumers Less Enthusiastic About Being American

In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines. The past few months have been some of the most polarizing in recent history. A global pandemic decimated the economy, and the murders of Breonna Taylor and George Floyd sparked a worldwide outcry for social justice.

Marketing to Asian Identity, Not Assumptions

America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved.  For example, we dove into the names by which Hispanics prefer to identify. Responses ranged from “Latino/Latina” to country of origin, to the hotly debated yet emerging term “Latinx.”  We see a similar pattern among Black Americans, who do not identify with labels such as “African American” despite its use in the U.S. Census, media, and other databases.

Auto Insurance Decision Makers Rank Trust A Priority When Deciding To Buy

According to IBISWorld, automobile insurance is a $300 billion industry in the United States with growth surpassing that of the national economy. Despite the rise of the sharing economy and sentiment shifting to eco friendlier ways of travel, the vast majority of consumers are still purchasing cars and auto insurance to cover them. To better understand how consumers purchase auto insurance, we surveyed a representative sample of 2,485 auto insurance customers and decision makers to uncover expectations of their auto insurance providers and what matters most to them when choosing an insurance provider.

Elements of Culture – Audience Segmentation That Builds Trust and Credibility

Marketers looking to gain deeper insights into multicultural audiences must first move beyond blanket assumptions. Essential to doing that is leveraging data and understanding the value of audience segmentation. Some marketers, however, are uncertain as to how to find the data needed or adequately use the data when found to segment their audiences effectively. This week, Demetrius Parker, Integrated Marketing and Communications Strategist at the CDC, joins us to discuss the power of think tanks, data aggregator tools, and the elements of culture marketers can tap into to build deeper connections with multicultural consumers. 

Diversity and Inclusion Drive the Empathy Economy

The empathy economy has accelerated rapidly since the onset of the coronavirus pandemic and social justice movements impacting the global community. But what is the “empathy economy” and, as it implies, how can showing empathy have economic benefits? According to Michael Ventura, author of the book, Applied Empathy: “People think empathy is about being nice, being compassionate, being sympathetic—it’s none of those things, empathy has a broader meaning that extends well beyond its dictionary definition of ‘the ability to understand and share the feelings of another.”

Latinos Prefer ‘Hispanic’ Over ‘Latinx’ When Describing Ethnicity

When we published our ThinkNow Latinx Report in November 2019, many were shocked by the stunning reality that 98% of Latinos do not identify with the term “Latinx” and prefer to identify as “Hispanic,” leaving only 2% of the burgeoning Hispanic consumer base preferring this ethnic label. The findings were cited in The Washington Post, New York Times, and The Atlantic. A Medium article published with the results has received 84,000 views and 29,000 reads to date. The volume of engagement illustrates the deep divide among consumers, academia, and other stakeholders regarding the credibility of the term “Latinx.”

Brands Engaging In Cause Marketing, Do Your Research First

The past several weeks has been one of the most difficult in American history. At the hands of white police officers, an unarmed black man, George Floyd, joined a growing list of black men and women killed by those sworn to protect and serve our communities. Protests erupted across all 50 states and in over 18 countries, calling for an end to systemic racism and justice for George Floyd, Breonna Taylor, many others who have prematurely lost their lives due to racial injustice. In response, many companies and brands have expressed solidarity for the #BlackLivesMatter movement across social media.