Pre- and Post-Filters
Anderson divides filters into two types: Pre-filters, where manufacturers and content creators still have their say, and post-filters, where the consumer rules.
"Rather than predicting taste," Anderson says, "post-filters such as Google measure it. Rather than lumping consumer into pre-determined demographic and psychographic categories, post-filters such as Amazon's custom recommendations treat them like individuals who reveal their likes and dislikes through their behavior. Rather than keeping things off the market, post-filters such as MP3 blogs create a market for things that are already available by stimulating demand for them."
Both pre- and post-filters are hugely important in today's marketplace. But which will become more important in the future? Will post-filters end up being the primary drivers of markets, or will pre-filters reclaim their role as tastemakers?