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Paul Craven & Rory Sutherland on Magic & Alchemy
The Human Risk Podcast
Is Demography Really Good?
I've got a very, very big worry about demography because the more you study marketing, the more you realize that demography is actually not very good. And this business of defining consumers and customers demographically rather than by mental typology or attitude or locus of control may be really pretty rubbish. I'd say one thing that concerns me, for example, is more and more forms demand to know your ethnicity. There is an increasing move of people to refuse to answer those as their argument is what we will end up with is a huge amount of data about discrepancies between ethnic groups. It's about the danger of averages again, which is the huge danger of averages.
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