The consumer matrix: How to save the humans

Date of publication: September 15, 2020

Company: Bacardi

Author: Gabriela McCoy

Abstract:

We want to quantify and categorize people, we try to create algorithms to predict unpredictable human lives and shove people into focus groups with two way mirrors, feed them crap snacks and hope to understand how they live their lives and how our brands can play a meaningful role in their lives. The root of evil comes from innovating against the business goal to fill business budget gaps versus innovating against human desire and needs.


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