Segmentation: what makes consumers tick?

At a time when the importance of individual consumers and 'one-to-one' dialogue is increasingly recognised, why do so many companies still fail to practise segmentation or targeted communications? Reasons include a lack of clear understanding of what segmentation to do and how, complexity of the process, doubts about the various models, lack of databases and other data, difficulty of collecting consumer data at the right level of detail.

Segmentation: what makes consumers tick?

Pete Anderson

The nature of mass consumerism has changed dramatically in recent years and, in sync, the landscape of mass marketing and broadcast media has changed too – the identity and the 'voice' of the...

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