Pathographic™ Clustering

Pathographic™ Clustering doesn’t quite turn marketing into “shooting fish in a barrel”.

But it does give us smaller barrels and more accurate bullets. Resonance gives us insights that allow us to cluster potential customers according to the passionate emotions - the pathos, in the Classical Greek - that motivate behaviors (Pathographics - pronounced "pay-thuh-GRAF-iks" - is our own, invented term)."

Pathographic clusters can be ranked according to sales potential, sliced and diced by demographics and prior behavior and projected across large customer populations using relatively small (economical) sample sizes. Individuals within a particular Pathographic segment may be different from one another demographically and psychographically, but they’ll respond to the same marketing ideas, provided those ideas are meticulously designed to fit the emotional gaps revealed by Resonance.