The next step is to dig into differentiated values of subsegments of the population for an understanding of how one consumer cohort compares to others. Differentiated values, or values that are ranked higher for one segment relative to another, identify how underlying motivations and needs differ for specific groups of consumers. For instance, what values do Millennials hold dear relative to the rest of the population? Or, what values are uniquely important to parents? The “Research Index: Consumer Values Findings, 2020” (Gartner subscription required) provides a portrait of consumer value priorities across key consumer groups.
Finding the “why” behind the “what” is sure to illuminate multiple marketing opportunities for the road ahead.
Sourced from: Gartner Blog.
View the original article here.
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