How neuroscience can make segmentation and understanding purchase behaviour easier
Market segmentation as practiced today is usually based on a multitude of variables, identifying a large number of segments. The marketer then selects a bullseye segment that is seen to offer the most promise.
There are a number of problems with this approach: The most significant issue is that the segments are defined on the basis of all sorts of variables that do not actually drive purchase decisions at neuro level. This means the segmentation may be useful when it comes to execution, but is not...