Segments are Static (BOLO speech 2017)
Channel: Drew Watkins
Date: 2017-12-11

Chances are, if an organization is conducting market research, customer segmentation will be a key deliverable. Unfortunately, customers utilize a product or service because they are fulfilling a specific need, not because they are a 32-year old mother with two toddlers and a dog. In this talk, we’ll explore how needs-based segmentation can provide more actionable insights than existing segmentation methods.