In today’s competitive market, companies must rethink how they connect with customers. Market segmentation—the practice of dividing a broad market into subgroups based onshared characteristics—has ...

Segmentation is back on the table. And while there are strong views on both sides of the fence, the facts tell an interesting story: only 36% of organisations actively use segmentation. Are businesses ...

When it comes to market segmentation, I don’t see truly well-documented cases often. At a more simplistic level, we think of classic matrices such as BCG or McKinsey’s. But the real exercise of ...