For more than twenty years, Penn Schoen Berland has used a unique microtargeting approach to segment and target political and corporate audiences.  In fact, we wrote the book on it - the bestseller Microtrends, by our President Mark Penn with senior advisor Kinney Zalesne.

We have created a unique and integrated approach that combines Microtrends, Microtargeting, and Micromessaging to close the gap between strategy and execution. The result: as much as 70% increased ROI on your marketing spend.

Our approach has three elements:

1. Microtargeting.  Using our proprietary NeuroPersonality Poll, we divide the audience into numerous coherent and distinct groups.  Then we deeply profile each group using Myers-Briggs classification, demographics, attitudes, lifestyles, habits, category preferences, and political views. This allows us to give crisp recommendations about the issues which resonate with each segment. Our process was developed under the intense, exacting pressures of political campaigns, which means that our MicroTargeting results are superior to those generated by more traditional market research.
2. Micromessaging.  We develop specific messages targeted to the unique members of each population segment. Segmentation maps that simply define and profile groups are only marginally useful for developing communications efforts – our messaging methodology is a powerful way to connect the dots.
3. Database Executable.  To make our MicroTargeting actionable, we create the algorithms to define each target group using underlying database information. This allows us to map segments derived from MicroTargeting to other databases (e.g. voter rolls, media company databases, or customer files). This ensures a direct translation from our research-based recommendations to in-market implementation.