The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.
"Creating Consumuments: The Use of Artistic Interpretation of Text as an Insight Mining Device in Advertising Courses,"
Atlantic Marketing Journal: Vol. 3
, Article 3.
Available at: http://digitalcommons.kennesaw.edu/amj/vol3/iss1/3