Written and narrated by Colleen Ryan, a renowned industry thought leader and TRA partner, Volume 1 of The Manifesto is divided into three chapters. Each chapter explores how to understand people at individual, national and cultural level. In Episode 1, we cover Chapter 1 of The Manifesto and how it challenges traditional ways of collecting and analysing audience data and then presents some alternatives. While it's not easy to let go of traditional demographics, competitive advantage can be gained by those willing to be the first to take the step.

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