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Richard Shotton: If you aim for average you’ll serve no one well

Cover of The Choice Factory by Richard Shotton Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority, which is an argument for in-depth research on individual segments...

... Beware averages, otherwise you risk being like the apocryphal statistician who drowned crossing a stream with an average depth of six inches.

... Richard Shotton is deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory, a book about applying behavioural science to advertising. He tweets at @rshotton.
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