It's really imperative to try to keep up and, ideally, be ahead of the curve. This creates a need for what I call a 'common foundation of understanding' within Philips across the PDs. A way of having a common language, so that if we have three business managers together and we're talking about lifestyle or how people make choices about what money to spend and where, we have this common terminology and understanding. Moses considers consumer segmentation as both art and science. The science lies in assembling the statistics - the art in interpreting them.
Segmentation is an analytical tool.
It can be as simple as looking at Philips users versus non-users, while more sophisticated segmentation takes many different variables into consideration simultaneously. The value of values For the study, GCMI took as its foundation people's core values towards electronics and technology values and what motivates them to buy. We formulate our values young and they remain deeply held beliefs. Values gets us to the heart of what drives people. While Philips makes desirable products, consumers still have to make choices about where to spend a fixed amount of money.