Breaking the Code
Behavioral science is a cornerstone of modern marketing practice, but much of what passes itself off as behavioral science is just bs. Good social science gives us the insights and roadmap we need to change behavior, but bad social science just muddies the water and tarnishes the social sciences. As behavior change is a core objective of marketing, getting behavioral science right is crucial. Join us as two behavioral scientists sound off on what is, and isn't, good social science, from a variety of disciplines covering new topics every podcast.
Your hosts: Sonika Garcia, MPH, and Gabriel Allen-Cummings- Medical Anthropology Strategists at Havas Health & You.
Breaking the Code
Your Segmentation Makes Us Sad
Segmentation studies, those famously dense reports that outline the differences between 'target audiences', are part and parcel of daily life in advertising. In theory, they help us understand what drives our audiences and connect with them on a meaningful level. In practice, many of these studies create a picture of an alternate universe people by caricatures of our audiences, filled with "doctors who dabble" and "enthusiastic enablers" whose lives revolve around our products. Join us as we discuss just what segmentation studies get right, and wrong, in the modern practice of advertising.
If you have any questions, feedback, or just want to say hi, email us at medicalanthropology@havas.com
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