Beyond Bias Broadening Perspectives reveals the importance of segmentations beyond stereotypes
Kantar Ibope Media released its new report, Beyond Bias Expanding Perspectives, with the aim of showing how stereotypes can harm more precise segmentation in advertising campaigns. The report shows that the use of common demographic categories, such as age or gender, does not always reflect the different realities and preferences of individuals within these groups.
The central concept of the report is based on a people-based marketing approach, which avoids stereotypes, creating brand relevance and establishing more personal connections with customers.
In Latin America, only 7% of consumers who purchased beauty and hygiene products online in the last four weeks, such as makeup, cosmetics, dermatological products or perfumes and aftershave, are between 16 and 34 years old. Still within this same age group, only 39% are women. In other words, the category that, according to a stereotype predominant by young people and women, had 61% of purchases made by people outside the stereotype.
According to the study, to face this challenge, marketers can employ strategies that go beyond demographics and adopt a more personalized and data-driven approach.
