MicroTargeting & MicroMessaging

For more than twenty years, PSB has been using a unique microtargeting approach to segment and target – in the political and corporate worlds.  As far back as the 1996 US Presidential election we were featured in a Time Magazine cover story titled Masters of the Message for this work.  And indeed, we have written the book on microtargeting – the bestseller Microtrends, by our President Mark Penn with one of our senior consultants Kinney Zalesne.

Our approach has three elements:

1. Microtargeting.  Using our proprietary NeuroPersonality Poll, we divide the audience into numerous slivers, each of which (in contrast to the segments developed by traditional market research firms) is a coherent and distinct group.  And we deeply profile each group, on attitudes, lifestyles, habits, category preferences, Myers-Briggs classification, demographics, and political views – so we can give crisp recommendations about what resonates with each one.
   
   
2. Micromessaging.  For each group, we develop specific messages targeted just at them.  A segmentation or microtargeting map that just defines and profiles groups is only marginally useful for communications efforts.  That’s why the messaging plan we develop to overlay on our groups is so powerful.
   
   
3. Database Executable.  To make our groups even more useful, we create the algorithms for defining them using underlying database information, whether voter rolls, media company databases, or customer files – to ensure a direct translation from our research-based recommendations to in-market implementation.

The result – a unique and integrated MicroTargeting + MicroMessaging approach that closes the gap between strategy and execution and increases the ROI on your marketing spend, as much as 70%.

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