The Segmentation Revival: Developing a global and universally applicable segmentation method

Alexander Wheatley, Jonathan Puleston and Jason Brownlee

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Introduction: In the world of big data, why conduct segmentation research?

With the ever increasing volumes of "big data" being generated that companies either own or can access, it begs the questions why would you need to conduct any third party research to segment your audience? Why in fact are we witnessing a growth in the volume of segmentation research being conducted? In the last two years the number of segmentation studies we have fielded, we estimate, has nearly doubled. Segmentation seems to be going through a renaissance. There appear to be three underlying reasons at play.

  1. Alleviating survivorship bias...

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