Thanks to a new improved tool, marketers now have a smarter way to segment consumers. But will it really make a difference?
Last month, when the latest Indian Readership Survey rolled out to all major advertisers and media groups, not too many people outside the marketing community may have realised its significance. The latest round of reports carry a whole new way of classifying consumers—something that the industry has been grappling with for more than a decade. With this new system in place, marketers hope to segment consumers a lot more sharply—and target their offerings better. Except that not everyone agrees with that assessment. But we’ll get to that in a bit.
(This story appears in the 20 July, 2012 issue of Forbes India. To visit our Archives, click here.)