Debunking the myth: Millennials are not all the same

This article shows that marketers are ill served by traditional demographics when dealing with millennials and could get better results if they adopted attitudinal segmentation.

Debunking the myth: Millennials are not all the same

Virginia Monk Network Research

Consumers are too complex and nuanced to be fully understood by narrow, traditional demographics, which only give half the picture. To gain better insights, researchers and marketers should consider segmenting by behaviour and attitude, which is high

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