Doug is Founder & CEO of Protagonist which is a high growth Narrative Analytics company. Protagonist mines beliefs in order to energize brands, win narrative battles, and understand target audiences.
- 3 Steps To Up-level Traditional Demographics in
Marketing Insider on
01/16/2018
How does a 54 year old make a decision about which non-profit to support? How does an Hispanic man choose a favorite coffee brand? Making sweeping generalizations about the way that people make buying
decisions based on age, race, or gender seems ineffective, but for years, it's been all that marketers had to go on.