While the notion of targeting messages to different group segments isn’t revolutionary, the way we approach tailoring is evolving as data inputs rapidly advance.Data is overtaking demographics in providing more accurate insights into the people we’re talking to, and we need to sharpen our communication tools appropriately so we can deliver messaging that truly hits the mark.If you’re interested in hearing more and would like to be taken through the full insight presentation pack, please contact us at <a href='mailto:sydney@sixblackpens.com'>sydney@sixblackpens.com</a>Guests: Interviewer: Kimberley Gaskin – Director, Six Black PensInterviewee: Emma Burn – Head of Strategy, Six Black Pens

We’re a curious bunch here at Six Black Pens [www.sixblackpens.com]. We love brilliant, beautiful creative. But we want to know why it works. We love the excitement of big campaigns, splashes of colour and brilliant headlines. But we want to know what people think, what moves them and what makes them behave the way they do. We’re about the art as well as the science of communications. That’s why we’ve put together this Inquisitive Minds podcast series. We judge our work by how effective it is. We look at creative – and beyond it. We dig into insights and psyches and mindsets and data and all the things that shape the decisions customers make. Because we know that with a little bit of smarts, we can uncover a whole lot of insights.