Microtargeting Problems

The theory behind the popular book Microtrends is being challenged. The book's theory is that demographic segments as small as 1% of the population can "tip an election" or "spark a movement." The problems, according to a Brandweek article, include:

• The results are only as good as the data: many samples are not large or representative enough to accurately reflect the population, subjects self-report behavior and tend to lie (or to say it more kindly, report their aspirational behavior rather than actual behavior).
• A psychographic splinter group that has one defining trait in common may have just that--one thing in common and nothing else.
• Within each niche, each person has multiple selves. For example: "Let's say the research identifies a segment of 'Thrillseekers,' and contrasts that against groups who prefer more safety. Who's to say that the person who jumps out of a plane for kicks will exhibit this same commando attitude toward the prospect of risky sexual behavior?"
• Marketers can become so obsessed with quirks and fads that they fail to consider their underlying drivers--which are often clues to broader cultural trends far more valuable to the marketer in the long run.

How are these problems overcome?  Think of microtargeting as an "inaugural research step toward a broader targeting strategy--one still aimed, but not exclusionary."  Brands that have done a good job with this approach:

• Vans--viewed as cool shoes for everybody that work especially well for skateboarders.  Vans sold the skater "lifestyle."
• Apple--manages to be both inclusive and exclusive.  In iPhone spots the viewer never sees a discernible age, race or gender.  "Even the dancing silhouettes in ads for iPods instill a sense of relatability that fully rendered models arguably wouldn't."

Conclusion: make sure your brand is speaking to the relevant audience, but don't ignore or exclude everyone else.