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The great deal of fragmentation is this idea, I think, has really made itself apparent.
People have different ideas and different expectations. And I think the entire idea
that people act as a consistent whole has changed dramatically. One of the things that
we really have to come to terms with in the next couple years is the degree of differences
and the uncertainty with which consumers now can behave. I think that we’ve gone very
much past the point where we can have a settled expectation that a consumer existing with
the-- with a specific group will act the same way as another consumer within that same group.
Which makes, I think, targeting even more important than it was before.