{"id":973,"date":"2011-06-21T11:03:00","date_gmt":"2011-06-21T11:03:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/06\/21\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/"},"modified":"2025-11-03T11:55:13","modified_gmt":"2025-11-03T11:55:13","slug":"segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","title":{"rendered":"Strategic Emotional Segmentation, something wonderful is about to happen"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if !mso]><object classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object>  <![endif]--><!--[if gte mso 10]>  <![endif]--><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if !mso]><object classid=\"clsid:38481807-CA0E-42D2-BF39-B33AF135CC4D\"><\/object>  <![endif]--><!--[if gte mso 10]>  <![endif]-->  <\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Everything is volatile, everything is mobile, everything is flexible, everything is changing, everything is dynamic, everything is active.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">We have gone from more or less simple, tangible, enduring, timeless needs, and mature markets to complex, intangible, unknown needs, with an extraordinary mental evolution, with new markets, and with intelligent forms of relationship.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">A consumer who learns on the fly, with an adaptive process that was unthinkable 10 or 15 years ago. The old economy will never return, and as Manuel Castells once commented, &quot;the network society is emerging and expanding as the dominant form of social organization in our time.&quot;<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">The implications of all this are clear, as we enter a new paradigm of relationships between consumers and the products and brands that represent them.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">And here comes the crux of the matter and I will use branding genius John Grant to illustrate the thought.<\/span><\/p>\n<p style=\"text-align: justify;\"><a name=\"OLE_LINK1\"><\/a><a name=\"OLE_LINK2\"><\/a><span style=\"\"><b><span style=\"font-size: 10pt; font-family: Arial;\">What is a brand?<\/span><\/b><\/span><span style=\"\"><\/span><span style=\"font-size: 10pt; font-family: Arial;\"><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">\u201cA brand is a type of mental model, and we humans (consumers) make sense of the world through mental models.\u201d This would be the answer from cognitive science, the branch of psychology linked to linguistics and anthropology that seeks to determine how our minds work. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Learning is when someone changes their mental model. Therefore, those brands or mental models that know how to adapt their offering to a new consumer model in this changing, volatile, dynamic, and flexible environment will be the ones that best survive in the coming years.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Considering brands from the perspective of language, perception, culture, artificial intelligence, and neuroscience will be the future foundation of strategic market research.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Hence the need to link a way of understanding consumers from the perspective of strategic emotional segmentation.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Within the brand value equation, a fundamental point is emotional values, those that provide the consumer&#039;s real connection with the brand or with the value proposition employed.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">If our value is learning, we must be able to understand that a market is no longer segmented based on static criteria, as the AMA (American Marketing Association) stated literally in English.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\" lang=\"EN-US\">&quot;To cope with this ever-changing scenario, marketing segmentation and targeting techniques are rapidly evolving, from traditional, static, demographic-based criteria towards dynamic, mood, lifestyle and psychographic influences. It is no longer a question of identifying your customers by age, geography or income, but looking into how and why they buy, based on their mood, beliefs and the occasion.&quot;<\/span><span style=\"font-size: 10pt; font-family: Arial;\" lang=\"EN-US\"> <\/span><span style=\"font-size: 10pt; font-family: Arial;\" lang=\"EN-GB\"><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">The technical approach should be based on the search for the optimal segment solution that explains our market from a relational perspective, which involves information gathering processes that provide us with value on various issues such as the mental framework of the decision-making and purchasing process, desires and frustrations, lived experiences, the adaptation of our offering to their lives, the stories told by brands and consumer categories.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Let&#039;s go out, observe, experiment, and draw real conclusions from a world whose mental model has changed and where the narrative that our brand identifies with consumers aged 25 to 45, from upper-middle class backgrounds with a household income of over \u20ac100,000 and living in communities with more than 50,000 inhabitants, is no longer valid.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">The R-evolution<\/span><span style=\"font-size: 10pt; font-family: Arial;\"> of strategic market research is close to where a concept of cognitive science will gain weight and where ethnographic techniques of behavior analysis, value detection techniques such as Laddering, story recognition techniques and metaphorical elicitation will be key, latent segmentation techniques <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">But one will stand out above the rest: Neuroscience, as it will allow us to contribute cognitive science to the selection and purchasing processes, to the subconscious thoughts, desires, and feelings of everyday decisions. But be careful, this should be done from a scientific perspective and with the appropriate metrics, not from the amateur freelance work of &quot;pseudo-neurological apprentices&quot; with degrees in economics or business. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Neuromarketing is a quantitative science, not a qualitative one, since established metrics can determine behavioral patterns, mental maps, and, why not, thought segmentations.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\">Do we dare to imagine a world of advanced research? As Sony would say at the launch of Playstation, &quot;Play?&quot;<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 10pt; font-family: Arial;\"><br \/><\/span><\/p>\n<p><span style=\"font-size: 10pt; font-family: Arial;\">Jordi Crespo<br \/>Managing Partner Hamilton<\/span><\/p>\n<p style=\"font-family: arial; text-align: justify;\"><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Everything is volatile, everything is mobile, everything is flexible, everything is changing, everything is dynamic, everything is active. We&#039;ve gone from relatively simple, tangible, enduring, timeless needs, and mature markets to complex, intangible, unknown needs, with an extraordinary mental evolution, with new markets and intelligent forms of relationship. A consumer who [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -\" \/>\n<meta property=\"og:description\" content=\"Todo es vol\u00e1til, todo es m\u00f3vil, todo es flexible, todo es cambiante, todo es din\u00e1mico, todo es activo. Hemos pasado de necesidades m\u00e1s o menos simples, tangibles, perdurables, atemporales y de mercados maduros a necesidades complejas, intangibles, desconocidas, con una evoluci\u00f3n mental extraordinaria, con nuevos mercados y con formas de relaci\u00f3n inteligente. Un consumidor que [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/en\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2011-06-21T11:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-03T11:55:13+00:00\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\",\"url\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\",\"name\":\"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2011-06-21T11:03:00+00:00\",\"dateModified\":\"2025-11-03T11:55:13+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/en\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/en\/segmentacion-estrategica-emocional-algo-maravilloso-esta-a-punto-de-ocurrir\/","og_locale":"en_GB","og_type":"article","og_title":"Segmentaci\u00f3n Estrat\u00e9gica Emocional, algo maravilloso est\u00e1 a punto de ocurrir -","og_description":"Todo es vol\u00e1til, todo es m\u00f3vil, todo es flexible, todo es cambiante, todo es din\u00e1mico, todo es activo. 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