Open Menu Are demographics dead? In a recent research survey by customer insight agency Opinium, attitudes to post-pandemic life were better defined by values and experiences rather than demographics. Our webinar took an in-depth look at this interesting shift and how as marketers, we devise and deliver marketing strategies based on people's ideals and life experiences, including bridging the disconnect between the theory and practical application of psychographic segmentation. Moderated by Accord's Head of Analytics, Kara Bennett, the panel included experts from Accord Marketing, Opinium and Titan Travel. Together they represented the voice of the planner, researcher and end user We’ve had some wonderful feedback from a highly engaged audience that found the morning of discussion and debate to be interesting and insightful. The session provided a viewpoint on several hot topics, including: The role of demographics vs. psychographics. Does segmentation by consumer values exist outside of research papers? How we could/should plan media and how the approach differs across the marketing channel mix. How to look at audiences (differently) to guide your marketing strategy. Download webinar precis here. Brands and marketing post-pandemic: Download research paper Name * First Name Last Name Work email * Position * Organisation * Agenda Introduction and panellist discussion Live Q&A with the panellists Moderator Kara Bennett, Accord Marketing Head of Analytics Panellists Jasman Ahmad, Accord Marketing Strategy Director Wez Eathorne, Opinium Research Director Lisa Edwards-Webb, Titan Travel Marketing Director Kara Bennett Head of Analytics Accord Marketing With years of experience in qualitative fieldwork and project management, quantitative and qualitative analysis, research and reporting - Kara is our data guru! Her ability lies in turning consumer data into meaningful insights that accelerate our clients’ growth. Appointed Head of Analytics in 2013, she plays a key role in defining measurement strategies, identifying insights through analysis and, ultimately, ensuring marketing effectiveness. Her favourite topics include attribution, forecasting and share of search. Panel of experts Jasman Ahmad Strategy Director Accord Marketing Having worked in various roles since joining Accord in 2006, Jasman was appointed Strategy Director in April 2018. In this position, he is responsible for combining creative thinking with factual and statistical data to plan and propose effective marketing strategies that solve our clients’ biggest challenges. His role involves using specialist media tools to undertake forensic research and performance analysis to uncover trends, distil insights and identify growth opportunities. Wez Eathorne Research Director Opinium Wez has over 20 years of experience specialising in brand and communications research. Over the course of his career, he has worked with an incredibly diverse set of clients from Cadbury and Kellogg’s to Direct Line Group. He is a well-known figure in the industry, authoring pieces for the Drum, ISBA, and contributing to the IPA Effectiveness Gold Winning ‘We solve problems’ with Direct Line Group. He also acts as an ambassador for the industry at events for the likes of Zeitgeist, PRCA and Lansons Reputation Management. Lisa Edwards-Webb Marketing Director Titan Travel Lisa was appointed Marketing Director for Titan Travel in April 2018 after working for the company as a freelance marketing consultant. With nearly two decades of marketing experience, Lisa has built an impressive career in the travel sector. Without doubt, Lisa’s professional success is testament to her passion for travel and engaging marketing concepts. About Work Services Think Awards Careers Contact Accord Marketing Limited. Registered in England 3874258. Head office: Endeavour House, 189 Shaftesbury Avenue, Covent Garden, London, WC2H 8JR. Terms of Business Cookie & Privacy Policy Job Applicant Privacy Notice Website Terms & Conditions By using this website, you consent to our use of cookies. We use cookies to provide you with a better experience and to help our website run effectively.