As we are in an unusual year, it stands to reason that consumer attitudes and behaviors have shifted. But by how much, and is this shift more or less permanent? Burke Inc. and Seed Strategy launched a ...

In the 1950s, leading brands began developing basic audience personas like “moms” and “teens” using information like age, gender and household income in attempt to reach consumers with more relevant ...

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...