Want to create an interactive transcript for this episode?
Podcast: The Brand Marketing Show
Episode: The Hidden Cost of Wrong Customers (& How To Attract The Right Ones)
Description: Many brands are haemorrhaging money on the wrong customers, often without even realising it. While marketers obsess over age groups, income brackets, and geographic data, they're missing the fundamental psychological divide that actually determines buying behaviour. Today's guest, Dr Ross Honeywill, has spent many years uncovering why traditional demographic segmentation fails so spectacularly – and what smart businesses should focus on instead. Dr Honeywill is a consumer psychologist and the architect behind the NEO (New Economic Order) framework, a research-backed approach that segments customers by mindset rather than demographics. After surveying hundreds of thousands of c...