Understanding consumer “tribes”

We explore why understanding consumer “Tribes” formed by Covid-19 will help you do business better. The pandemic’s perfect storm of market and mental conditions turns up the pressure on companies to rethink customer segmentation and reshape their messaging. From here on, marketers need new models. We get inspiration from Rosie Hawkins, Kantar’s Chief Offer and Innovation Officer. She discusses the COVID-19 Barometer, an ongoing research program from Kantar that draws from research that identifies six distinct customer “Tribes,” characterized by their reaction to the Covid-19 pandemic. We discuss how you can do business better by adding value where, when, and how your tribal audience will appreciate it most.