Feb 3 2016
I’m skeptical of old-fashioned segmentation: women, age groups, income levels. With so many data streams accessible and the ability to glean extensive information about consumers, we have an opportunity to reassess how we categorize affinity groups. Emerging fields like ethnography and neuroscience add layers of intelligence and new ways of approaching segments that can guide brand managers and marketers. I wrote about this in 2013 following a conference that I co-created to explore marketing themes in the wine industry, The Exchange. One example: analyzing how mothers and daughters shop together, a prevalent occasion in the Latina community, can enhance how beverage alcohol brands market to this group of potential consumers. That segment can’t be explored by broadly looking at women and wine.
Is simply halving the population enough of a segment to shed light on how to go to market? Can we glean any actionable information from this? The short answer is that it depends.
Last week, I attended a Wine Market Council research conference. The Wine Market Council has been tracking annual wine consumer attitudes and behaviors for two…
Feb 2 2016
High (and rising) tuition prices and student loan debt are at the forefront of the American higher education conversation for good reason.
The Institute for College Access & Success reports that 69 percent of graduates had an average of nearly $29,000 per borrower.
Personally, I know more than a few handfuls of people with debt that’s too high to manage with a competitive wage in their chosen field.
This anecdote, published in Slate by Samual Garner, details a story all too common for American graduates. He describes solutions that are more akin to a life of crime than that of a college graduate:
“I thought maybe I should get a lawyer, flee the country, or sell a kidney.”
Desperate times call for desperate measures. But for some, a life on the run is a realistic solution. This VICE article tells the story of students who decided not to pay the price of ignoring student loans by moving to Europe and avoid paying anything at all: Debt Dodgers: Meet the Americans Who Moved to Europe and Went AWOL on Their Student Loans.
It seems the term “debtors’ prison”…