john doe

The Death of John Doe

December 9, 2011

Segmentation based solely on demographics is harder than it used to be, and it’s not about to get any easier. There are a number of reasons for this, including the cultural shift away from “we” thinking toward “me” thinking that has driven the trend toward hyper-personalized products. However, there is a far simpler reason . . . the proverbial John Doe is dead.

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