How Do You Define Market Segmentation? What exactly do we mean when we say market segmentation? Market segmentation is a term that has different meanings to different functions, departments, and people. Your definition of market...
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Classics Every Marketer and Strategist Should Read…More Often
It seems that every few years, a book or an article is published that captures the imagination of marketers and managers everywhere. Some of them provide lasting guidance and influence, while others turn out to...
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Should You Worry About Survey Response Rates?
Response rates to surveys have been dropping for many years. This fact is not new to those involved with tracking studies, usage and attitude studies, and other types of marketing research.<A recent study from the...
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How to Improve Your Usage and Attitude Study
Usage and attitude studies are one of the cornerstones of information about customers. They go by a variety of names, including Usage and Attitude studies (U&A), Attitude and Usage studies (A&U), or Awareness, Attitude and...
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Five Pitfalls of Market Segmentation and How to Avoid Them
For such a complex, high profile, and expensive activity, market segmentation has a success rate that leaves much to be desired. A company may undertake a market segmentation project with enthusiasm, only to find that...
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