Segmenting your market means selling to a specific target audience or audiences using one of several different methods. One of these methods, known as a differentiated segmentation strategy, is to ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

To segment a market, you divide your potential customers into different groups. Millennials, Generation X and baby boomers, for instance, or fans of thrillers, paranormal romance and horror. Then you ...

Target audiences are strategically identified groups of customers who are interested in a particular product or service. They are the foundation on which every business is based. Research and ...

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

Six in 10 UK marketers (61%) believe consumer segmentation – the categorisation of customers based on shared traits – is an outdated method of marketing, with 63% considering it totally unfit for ...

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, ...