When I started out in the '80s, a large agency (national or global footprint) could easily commission focus group assays in "major markets" (say, metro-areas > 1M) to estimate preferences on any topic ("hot button" a/k/a pain-point a/k/a value proposition) among representative respondents (src = census data, periodical and newspaper circulation, NIELSEN feedback, proprietary market intelligence, etc). Agency compiles data, recommends media mssg and buys to advertiser, collects vig.

The only thing that has changed in the methodology over the past 30+ years is (1) sample size (n) response speed provided by internet telecom (2) redundancy and (3) names of the players --agencies, advertisers, market segment a/k/a target market a/k/a social media group. A "5000 data point" claim for each and every person with a phone is vainglorious reach for "value added."

I tried to watch Netflix documentary "The Big Hack" but fell asleep repeatedly. This ...material purports to reveal the nefarious objectives (revenue) and clientele (advertiser) of Cambridge Analytica (agency)  operations in the UK and USA. But the only news (to me) in the director's nominee for anti-hero, Brittany KAISER. Kaiser reportedly learned everything she knows in the last decade, from internship with the Obama campaign. She ascribes to herself kudos for identifying a NEW! segment "persuadables." Now she's appalled with herself having taken the $$ to support her infirm parents.

Communication isn't a problem. The message isn't even a problem. Isn't the problem more likely than not the people who don't know what they want, whether shoe or government?


Diversity is the key to economic and political evolution.