CEO of iResearch Services, a global end-to-end thought leadership company that focuses on evidence-based research and insight-led content. For today's chief marketing officers, transforming daily ...

Market segmentation is the strategic process of dividing a broad consumer or business market into sub-groups of buyers who share common needs, preferences or characteristics. Traditional approaches ...

Disruption is prompting marketers to revisit segmentation strategies and take a fresh look at how to effectively engage with specific clusters of customers. I recently asked Stefan Lysak, principal, ...

Perhaps the most important analytical process of marketing is segmentation. By segmenting the market, one obtains a very clear understanding of customers; and segmentation ultimately provides a basis ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...