Conspiracy Theory? You Decide.

Segmentation is more often used for evil than good. But, after this week in class, I am convinced that segmentation is a powerful tool that can be used to switch up the imbalanced dynamic. In the "Hard to Reach" article, it was easy to see how often society segments groups on so many levels for all of the wrong reasons. But, it was sensible to realize that if we stop using demographics to interpret psychographics, society would learn so much about the voice that goes under the radar. It just kind of makes you wonder why more people don't stop and listen. But, nevertheless, the psychographic technique is terrific because it emphasizes the importance of truly understanding your customer. I believe that if you treat the customer right, you will gain their trust and loyalty for years. Well, as I type this, I'm beginning to realize that while this may be true, you have to treat the customer right all of the time or today, you'll lose the customer in a heartbeat and another company will gain their loyalty. The video, "Culture Spies" illustrated this well. I was amazed, but not surprised at how much goes on undetected by the masses as corporations drain and manipulate consumers. I mean corporations are strategic. For years, we're made to think that wow, certain companies magically understand us. But, little do we know that we're feeding them enough information where they can use it to tell us what we need or want. (Yea, these guys are good.) But, as public health advocates, I think we have to be just as good if not better at segmenting because health is not a fad. And, while healthy may be trendy now, as public health students we have to work hard to understand the lifestyles and attitudes of those who want to make sure it never goes out of style and those who never could care less about "healthy" causes. Both opinions matter and even those in between if we want to make an impact and see lasting results. Focus groups anyone?