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Need-Based Segmentation Conducting a customer segment exercise based just on demographics, such as age, is something I have never supported in my work life.

The decision of which segments to choose is perhaps one of the most difficult challenges for a firm. The reason? Firms often identify a greater number of attractive segments that they are capable of ...

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed ...