Some words that we avoidSome words that we avoid


We prefer People. The word Consumers sounds like a number or a statistic and doesn't seem to really signify living beings with emotions and desires. (We do use the words however as shorthand.)

Market Share/ Value share

Lag measures that are just sign posts can never be the drivers of a journey with consumers.

Target Audience

This sounds predatory – not like a definition of people you would want to have a relationship with.

Consumer Segment

This sounds like an agglomerate of numbers or statistics. It ignores not only the human element but also the distinguishing characteristics that may want you to put a group of people together.