The art and science of consumer segmentation

This article by Mary Stewart-Hunter, OMD Europe, and Michaela Berganthal, Sony Electronics Europe, describe an ambitious project that aims to provide an actionable segmentation of the entire European market.

The Art And Science Of Consumer Segmentation

Mary Stewart-Hunter OMDMichaela Bergenthal Sony Electronics

Market segmentation projects often get a bad press. Although criticism should act as  a deterrent, the prize for achieving a segmentation...