In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose—discovering customers whose behavior can be changed or ...

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 ...

Pharma pours billions into direct-to-consumer (DTC) marketing, seeking to educate, empower, and improve patient outcomes. Yet in a 2024 survey, 73% of physicians reported that the medications their ...

The Good Food Institute found three-quarters of consumers are open to eating plant-based meat, but to win them over alternative protein manufacturers must understand subtle nuances between what ...