I don't even need to understand the details.
The simple fact is that confusion spells clarity.
Here is how.
For close to a century, we have been led by the thumb rules of the mass media
- Channel leadership based on high capital costs
- Television rating points (TRPs) based on prime-time
- Hype based on a little bit of data and a lot of "relationships"
- Brands based on broad recall
Is it any wonder that market researchers are groping in the dark? Stereotyping of the consumer is the illegitimate child of 20th Century mass marketing.
That is ending. Rejoice. Now I can have an old man in Mozambique listening to Britney Spears. And I can have a 20-year-old Peruvian teenager liking South Indian plantain leaf meals.