The Insights Page

Animated NEO Video

Our most popular video. Ever. (More than 20,000 views across its various locations).

JB Hi-Fi’s NEO Success Story

Fascinating interview with the legendary Scott Browning (former head of marketing at JB Hi-Fi)

Meet The NEOs

NEOs are the highest-spending consumers in the economy. Meet the NEOs.

From Friends to Best Friends: First-Party Data

How to elevate and enrich first-party data and bring transactional data to life.

The Science of Emotional Decision-Making

How and why the science of emotional decision-making is now essential to modern marketing.

Franchise Growth: Rethinking Customer Targeting

Insights on the new rules of engagement for both franchisors and franchisees.

Still Using Segmentation? Why You Need to Stop.

Still slicing audiences by generation, affluence or past behaviour? This article exposes four fundamental failures of conventional segmentation

Generational Marketing is Dead

Mark Ritson and I agree that the myth of generational marketing is long dead. This insight explores what replaced it.

Desire is the Motor of the Marketing Funnel.

How does DESIRE play out across the entire marketing funnel?

Digital Targeting: A Quantum Leap

Digital segments have improved targeting precision but remain constrained by the same fundamental flaw as traditional segmentation. Even Google’s DV360 is sub-optimal.