How does knowing that help move product? Consumer Eyes staffers practice “immersion” research by hanging out where trendy types congregate, reading their magazines and blogs, and developing products (like V8 Splash and Goodyear Assurance tires, for Parentocrats) tailored just for them.
Even the same products can be positioned for different types. For example, a sunscreen for E-litists is “all-natural, biodynamic [and] superpremium”; for Geek Gods, it’s “sunscreen 2.0, the next generation of protection.” Parentocrats will buy “an umbrella of protection in every bottle,” while Denim Dads might go for the “manly enough for dad, nurturing enough for Junior” sunscreen in the “added-fun … spray-gun dispenser.” Now, that’s target marketing.
title: “Meet The Parentocrats” ShowToc: true date: “2022-12-22” author: “Pamela Sampere”
How does knowing that help move product? Consumer Eyes staffers practice “immersion” research by hanging out where trendy types congregate, reading their magazines and blogs, and developing products (like V8 Splash and Goodyear Assurance tires, for Parentocrats) tailored just for them.
Even the same products can be positioned for different types. For example, a sunscreen for E-litists is “all-natural, biodynamic [and] superpremium”; for Geek Gods, it’s “sunscreen 2.0, the next generation of protection.” Parentocrats will buy “an umbrella of protection in every bottle,” while Denim Dads might go for the “manly enough for dad, nurturing enough for Junior” sunscreen in the “added-fun … spray-gun dispenser.” Now, that’s target marketing.
–Linda Stern
