One of the methods traditionally used to highlight the distribution and market viability of haves and have-nots is socio-economic segmentation and the SEM model. Read more
Should single source research be the go to for South African research? Nkateko Mongwe emphatically says YES, with these three reasons why. Read more
Publishing platforms that keep readers’ attention offer an increasingly rare opportunity for advertisers to communicate effectively without the constant swirl of distraction bombarding consu... Read more
Overall it is clear that the BRC TAM panel is in fine fettle. Given the hiatus in leadership at the BRC, Nielsen has done a sterling job. Read more
Saying demographic targeting is dead doesn’t take away its importance, or that demographics are irrelevant or that they shouldn’t be used at all when planning marketing campaigns. Read more
Media planner Gordon Muller took the opportunity to explain SEMs vs LSMs at the most recent release of the BRC RAM. Read more
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