The important of audience clusters.
A while ago, my friend Eric and his family came for a visit. When he pulled into our driveway, he asked, “Hey, Shari, does every homeowner get a Subaru Outback with the house?” I looked around the cul de sac and up the street. As far as the eye could see, driveways hosted different-colored Subaru Outbacks.
If you work in this industry, you know that clusters are not just for breakfast anymore. Clusters are segments of people who have so much in common, even their similar consumer-purchase habits are similar.
Understanding these clusters is important in everything from budgeting to positioning and messaging. Know your audience — in all their idiosyncratic glory. But don’t be fooled into thinking clusters are just demographics. Clusters are people who make decisions in similar ways based on similar needs. Understanding clusters means understanding how target audiences make decisions for themselves and their families. Read full post...