Making market segmentations work
Guy Kemplay and Rose Davis
Market segmentation has evolved significantly over the past few decades, but its application remains a challenge. Segmentation is conducted on the premise that it is easier to market products to a sub-group of the population that is more likely to buy them than try to sell them to everyone. While the principle endures, the methodology of segmentation is now more fragmented than ever, with little consensus on the 'best' way to segment a market.
Much of the confusion stems from the fact that while segmentation techniques have become more...