The marketplace is splintering—not with a whimper but with a bang. The diversity of tastes, values, ideologies and lifestyles has exploded. Niches are the new scale. Differentiation and innovation are bigger than ever, yet difference and diversity come with polarization, too. Kantar has the data, people and thinking to help clients navigate this marketplace of FragmentNation, all of which are being featured at special client events around the country. These ideas and insights identify the foundational imperatives of success in a marketplace that is more fragmented than ever.
The Challenge of Capacity and Marketing Fragmentnation
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