The myth of segmentation
Or how to move beyond

List of publications

Visual	Description
Visual	Description
	Author(s): Jochum Stienstra Collection: Congress 2010 - The changing face of market research Keywords: Society ESOMAR Congress 2010 Award Nominee - Best Methodological Paper

PDF Version	Display prices in : AUD BRL CAD CNY EUR JPY MXN KRW SEK CHF GBP USD
EUR 15.00 Members: EUR 12.00

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this paper is to challenge current thinking about segmentation and to offer alternatives. The author will show that value-based segmentation models will not be the answer to the declining value and predictability of segments. To the contrary, the simplification of these models may only make things worse. Collecting data from marketing experts, corporate research managers, scientists, media buyers, consultants and heads of research companies, the data provides a framework to understand when and under what conditions segmentation models can and can’t work, and an insight into what is possible beyond segmentation.