
Labels are Limited: Better Approaches to Audience Segmentation
Gen Z thinks Millennials should stop wearing ankle socks. Everybody thinks Boomers have ruined FaceBook. Gen Alpha are vain. Are these labels as true as we think they are?
Insights professionals and marketers have long known the limitations of grouping audiences by demographics. It only tells us part of the story.
The reality is that every group, no matter how large, is a collection of individuals. People with unique, diverse and wide-ranging motivations, choices and circumstances. While methods like personas have helped marketers see beyond demographic data, they also leave segmentation open to personal interpretation and representative bias.
In this Sunrise Session, renowned thought leader Colleen Ryan will be joined by Karin Glucina and Shaun Fitzgibbon to unpack the value of MindSets. A new approach to cognitive profiling, backed by an in-depth study analysing at people's overarching orientation to life.
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Pricing
Members: $0
Non-members: $15 + GST
Product Details
Date:
10/09/24
Time:
7:00am - 8:30am
Event Location:
Wellington
Venue Name:
James Cook Hotel
Venue Address:
Chancellor 3, Level 16, 147 The Terrace, Wellington
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Meet Your Speakers
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Karin Glucina
Managing Partner
Your Host & MC
Karin has over 25 years of experience solving problems for businesses. She has a background in innovation, research, and change management. Her skills have been honed at prestigious communications agencies as well as companies like Lion ad Nestle where she has held senior roles in strategy, innovation and planning.
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Shaun Fitzgibbon
Managing Partner
Shaun is passionate about helping organisations achieve dramatic and lasting improvements in performance through understanding people. Shaun has worked with companies around the world and across industries drawing on his skill set in marketing, business strategy, and data analytics with a common goal of using human insight to solve complex business problems.
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Colleen Ryan
Partner
Colleen has a curious and strategic mindset fuelled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.