Welcome to Armstrong & Co. Insights — perspectives on marketing strategy, leadership, and audience growth.
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Beyond Demographics: The Smarter Ways to Segment and Grow Your Audience
Why do two people with the same background make entirely different brand choices? It comes down to emotional needs — the deeper motivations that drive decisions far beyond demographics. This post explores how needs-based segmentation and the NeedScope framework help organizations uncover what truly moves their audiences and build brands that connect with clarity, authenticity, and impact.