Jenny Chan 陳詠欣
Oct 31, 2017

Y&R to brands: Stop obsessing over demographics

Y&R has launched a psychographic segmentation tool in a bid to purge Chinese adland of what it calls outdated demographic targeting.

Generational and tier-based differences among Chinese consumers are evaporating, and a reliance on these outdated ideas has become an impediment to brand growth, according to Stephen Drummond, chairman and chief strategy officer of YR China.

Intrinsic personality traits matter more when it comes to segmenting consumers, according to the company, which is launching 'Psyche', a new quant-based segmentation tool.

In an interview ahead of the launch, Drummond busted five marketing...

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