How well can a company (brand) understand how best to influence the largest number of consumers at one time i.e. do they need many strategies for different ‘segments’ or do consumers fall into (or group around) similar heuristics when looking at brands/products in a category?

First: it isn’t about influencing. You won’t tell them what they should do. You have to demonstrate that you are the only one able to understand their subconscious FRUSTRATION and will remove it.

Identifying the FRUSTRATIONS requires that you perfectly know your market segmentation. Different segments can have different FRUSTRATIONS. If you are lucky, and this happens often, you may find overlapping FRUSTRATIONS allowing you to use a common message for a given set of segments. If not, to be the most efficient possible, you will have to differentiate your heuristics.

FRUSTRATIONS are the key to access your market. Learn what a FRUSTRATION really is!

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