The black market is not as homogenous as we would like to think
We have not had a lot of methodologies that guide us into understanding this market and have therefore relied on Living Standards Measures alone as the basis of our communication.
The “Black market” in its very nature is just a mere classification of race, and it is more complex than we can imagine. It is therefore important to bring all our research and segmentation tools together in a way that will help us dig deeper towards understanding the needs and complexities that lie within thin segment.
The TM3 (Trender Mass Market Model) is a methodology with the objective of looking at different layers that lie within the market to bring a much more in-depth profiling of our target consumer in order to build relevant messaging as well as guide the right media selection and connections to effectively reach our desired audience.