Bob Lederer RFL Communications, Inc.

Consumer Emotion More Complicated From Covid / RBDR

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June 1, 2020

Today on RBDR: President & Chief Analytics Officer Rob Pascale shares MAI Research’s discovery that the Coronavirus has caused a distinguishing change in bracketing consumers’ emotions: research shows individuals are segmented by multiple emotions.

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Bob Lederer RFL Communications, Inc.

Behavior (Not Demographics) Now Preferred For Segmentation / RBDR

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May 29, 2019

Today on RBDR: A Marketing Week research project detects an important change: a shift from demographics-based segmentation to segmentation based on behavior, personal interests and life stage. (Link to story: https://www.marketingweek.com/2019/04/16/behaviour-demographics-segmentation/)

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Bob Lederer RBDR

Big Data drives “Single Unified View.” The challenges of better data segmentation. (RBDR 04.27.2016)

Today on RBDR:

1) A “Single Unified View” is being driven by the onset of Big Data, and its overabundance of data that can be applied to create never-before seen understanding.

2) Marketers, with few exceptions are gaga about segmentation and calling for more reliance on it, BUT moving beyond age and gender is exceptionally challenging.

RBDR is sponsored by 4i University, which explains that as companies continue to reduce their market research budgets while demanding faster and deeper insights, the skill sets required to execute on these demands has drastically changed.

4i University is the only training service that delivers the necessary skills through a firm foundation for growth, with a focus on a consultative approach, leveraging foresight analytics, all based on 4i’s deep expertise developing future driven growth strategies and foresight analytic and research solutions. Visit their website to find out how.

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Bob Lederer RBDR

Hydrox relaunches thanks to Trump. Henkel segmentation evolution. (RBDR 9.22.2015)

Today on RBDR: 1) Leaf decides to jump on board with Donald Trump’s corporate attack against Nabisco by reintroducing a longtime Oreo competitor, Hydrox. 2) Henkel’s updated study of consumer segmentations discovers that individuals don’t fit neatly into a single segmentation category as they shop varied PCG categories.

RBDR is sponsored by Socratic Technologies, whose proprietary tools and methodologies tackle marketing complexities so that you can make more confident business decisions.

Visit sotech.com

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Bob Lederer RBDR

CBS: Progress w/7-day viewing. Marketers trying/failing w/1-to-1 (RBDR 2.17.2015)

RBDR is sponsored by SoapBoxSample, a member of the ISA family of companies, providing a fresh approach to online research.

To access a video explaining MySoapBox Mobile, please visit: https://www.dropbox.com/s/j5q8bh2xod9zf5i/SoapBoxSampleClip.mov?dl=0

Today on RBDR: 1) Nielsen had a more than solid 2014 financially. 2) CBS says advertisers are adopting 7-day viewing, versus present 3-day standard. 3) Teradata study says 90% of marketers are moving away from segmentation and jumping into 1-to-1 marketing, but not having much success with that. 4) Visible Measures’ “guarantee” that brand video will be viewed sounds good, but the reality of the guarantee is less impressive.