Design

Beyond Buyer Profiling To Buyer Personification

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The …

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3 Phases Of Human-Centered Marketing That Make Your Customers H.U.M.

The concept of human-centered modern marketing begins with empathy for your customers and buyers.  It is rooted in the approach of understanding the goals and motivations of our customers and buyers.  Despite the ever-increasing influence of digital technology in our everyday lives, both business and personal, the need for human understanding in the context of …

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