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Many years ago, I had an ad agency client phone me up. They were not having A Good Day. Apparently, our lovingly-crafted golden questions...

In terms of branding simplicity, London’s public transport system takes some beating. Its iconic roundel logo is over 100 years old, and...

As a newly-launched independent consultant, specialising in segmentation, I’ve been thinking to myself: “What would be a perfect LinkedIn...

Me: “the data seems to point towards a 4 segment solution…” Client: “is there any way we could see what 5 segments looks like?” Me: “….”