Embrace values-driven segmentation and remain authentic in the face of social and political complexities. The post How to ...

Prominent market researchers have argued that segmentation based on consumer buying patterns is far more accurate at predicting future purchasing behavior than demographics like age, gender, and ...

Customer Segmentation vs. Market Segmentation Sometimes, there’s confusion around customer segmentation and market segmentation since many companies use the terms interchangeably.

Here are four essential steps for B2B marketing success in the post-segmentation era. 1. Embrace algorithms. As detailed segmentation fades away, the stars of the algorithmic age are taking center ...

Market segmentation is the process of splitting a business’ target market into different groups. ... Small businesses typically split up their target market based on age, gender, income, ...

Understanding the demographics of your target audience is essential for small businesses looking to succeed in marketing. By focusing on specific characteristics like age, gender, and location, ...

As marketing professor Mark Ritson puts it, “Generational segmentation is the commercial equivalent of astrology.” Correlation isn’t causation. Not every 60-year-old is affluent.

Segmentation—the process of identifying specific customer groups—is imperative for personalized marketing and communications. Often, segmentation projects entail large-scale market studies that divide ...

In 1964, Daniel Yankelovich introduced in the pages of HBR the concept of nondemographic segmentation, by which he meant the classification of consumers according to criteria other than age ...