Forget Habits, Preferences, and Demographics—Tap Into Consumer ‘Modes’

In today’s fast-paced and complex world, where advertisers are looking to build engagement with specific people—and in a marketplace saturated with data—what matters most is being able to align the right message with the right situation. And there is no better way to do that than to understand consumers’ modes, which provide clarity about what data matters. Understanding modes helps marketers understand the real-time (in situ) needs of people. When advertisers focus on areas besides modes (like demographics, preferences, habits, pain points, and moments), the companies they support miss out on an important opportunity to engage people where they need it when they need it.