Red and Blue Customers

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Conservative and liberal customers align with different brands, buy different products, and consume different media. The different choices are clear…
Chris Peterson
4
Liberals and conservatives live in parallel universes, creating parallel markets, including the TV shows they watch. Their choices reflect how they see…
Chris Peterson
3
The topic of red and blue customers sometimes meets with a reaction: "Hey, won't that just make things worse?" The idea is that clarifying differences…
Chris Peterson
2
Liberal and conservative customers value brands differently, according to new Harris-Axios poll data. The stark differences in the rankings reveal that…
Chris Peterson
Businesses reap rewards or limit growth when they align with liberal or conservative customer markets. Sometimes the alignment happens inadvertently …
Chris Peterson
1
It’s hard to imagine Fox News fixture Tucker Carlson on CNN. Yet that’s where he spent five years of his career between 2000 and 2005. He then switched…
Chris Peterson
1
We think of ourselves as normal, yet everyone else seems to do things differently. At an airport, we may glance across the terminal and notice someone…
Chris Peterson
1
In Part I of this series, I outlined how customer worldview represents the highest level of customer insight. Now let’s examine how differences in…
Chris Peterson
Now let’s examine three specific companies to understand how to use a conservative and liberal worldview framework to create stronger alignment between…
Chris Peterson
We avoid talking about customers as conservative or liberal because it feels like politics and politics is divisive. Same with religion. We study who…
Chris Peterson
Almost 4 million people watched the Tony Awards this Sunday, a 40% increase from last year. Yet that viewership level is less than half of what the show…
Chris Peterson
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