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...
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.
