- Answers the question what we are the most profitable segments for a brand and what are their hot buttons.
- Socio demographic segmentation in the present age is less relevant unless complemented by a segmentation that is based on the priorities in the individuals.
- You may have to neighbors with similar demographic profiles, and yet when you run in home visits each one may be consuming a different brand or viewing different TV channels. To be able to address effectively one or the other you need to understand their priorities in life, is one looking for emotional well-being, is the other looking for more social success etc? Much of the choices they make are related to what they put first in their lives.
- RAM has been applied across various categories for the past 25 years, it relies history of identifying relevant and profitable segment and anticipating their evolution. RAM does not just help manage the present, it also anticipates what is upcoming in the future.
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