The former CEO of Secret wrote this fantastic treatise on the recent lifespans of anonymous messaging applications. It’s a great article and example of exactly why taking a long look at the BEHAVIORS of your audiences is so important. Even in terms of anonymity and identity we see it ebb and flow, but also stick with certain industries in both B2C and B2B (for example: while teens shift uncomfortably with anonymous apps, adults of all ages in the financial industry have relied on anonymity in message boards for years). Listen to your audiences, folks! Real behavioral analysis (not by dashboard) can save you a lot of money!