Holistic segmentation
Sue Jarvis and Clive Brand, Consensus Research, suggest that traditional segmentation approaches are too narrow and constrained by old technology and assumptions
Sue Jarvis and Clive Brand
Okay, hands up! How many of us have been involved in a segmentation exercise that failed to live up to expectations? A fair proportion, if the stories are anything to go by.
There are inherent difficulties in segmentation analysis. It is not always all it is cracked up to be, and it is all too rarely the 'holy grail' that we would like it to be. Nevertheless, in the...