Jun 29, 2021

Age range, gender, income - these are the demographics marketers have built their business on for years. However, those traditional categories ignore the most important part of the buying process: the complexity of human behavior and decision making. In this episode of OUTdrive, Cliff visits with Susan Baier for an in-depth look into using quantitative attitudinal audience segmentation research to serve clients.

Susan is the head honcho at Audience Audit, a research company that specializes in thought leadership, audience segmentation and brand equity. She developed her expertise in audience-based marketing research over more than 30 years in marketing strategy, product and brand management, research, and strategic planning. Susan has an MBA in Entrepreneurship and Marketing and has held senior positions at Fortune 100 and Fortune 500 firms, as well as marketing agencies.

Tune in to this week’s episode of OUTdrive to understand integrated marketing from Susan’s perspective. We dive into research based on human complexity, a layer of consumers that your traditional demographics are missing. You don’t want to miss it!

What you'll learn: 

• What is quantitative attitudinal audience segmentation research and what can it do for your business
• Why traditional demographics of age, gender, and income are no longer working
• Susan’s advice on developing a thought leadership plan
• Utilizing the personas that audience segmentation research can outline for you
• Pinning down the “why” before starting new research
• What qualities make a good researcher and how to wield bias as a tool
• Susan’s advice for young professionals and entrepreneurs taking those first steps 
• Industry insight on the “rural migration,” and how marketing has evolved in the wake of the pandemic