Advertisers would of course love to reach their target markets more effectively. But the demographic breakdowns they have to work with often aren’t as tuned as they’d like. Creative market researchers are looking at different ways to slice and dice consumer groups. One somewhat unusual and perhaps controversial method is by weight. Simmons Market Research Bureau has tabulated ‘Waistband Segments’ for various television shows, dividing viewers into Normal, Underweight, Overweight, and Obese categories. Diet companies and food advertisers take note.