Mastering insights that pay – tying the knot with insights: the ingredients of a successful segmentation
Tony Costella, Sonali Desai and Koen De VosIntelligence & Planning, MasterCard Worldwide, Belgium
Julian Bond, Tim O'Brien and Sam DavisResearch International, United Kingdom
INTRODUCTION
It is widely noted that segmentation studies can either be a spectacular success or a dismal failure, and it is consistently reported that many end-users of segmentation studies are dissatisfied with the final product (Bottomley and Nairn, 2004).
This paper will explore some of the pitfalls of the most common...