Targeting taste communities

It's still possible to have a target customer in a Post-Demographic world. But instead of the old demographic segments, target narrower, self-created tribes of taste and interest.

When we shift our focus from an individual to their network of relationships, we start asking different questions: how the communities an individual belongs are structured, what is their dynamics, how the influence spreads within them, who are the most active and/or valuable members. This shift reveals not our inferred, but our actual, taste.