Based on data from its call center, a warranty company thought its market was predominantly female. However, when that company commissioned marketing research, it found that its customer base was ...

Explore the transformation of consumer identity and the failure of traditional market segmentation strategies as regulations ...

In my travels as a strategy consultant, there is one constant among new clients: a lack of definition around target markets. Clients tell us they have clarity, but when we pull back the kimono, we ...

Market segmentation, in which consumers are grouped into categories that then define how they are engaged and supported, is still a relatively new concept in healthcare, but can greatly benefit the ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...