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 ...

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 ...

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 ...

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, ...

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 ...

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 ...

Retailers execute marketing campaigns across multiple channels — often simultaneously — throughout the year. As a result, campaign management can sometimes be daunting, leaving many retailers ...

Your business serves a wide range of customers with unique interests and needs. One message will not appeal to everyone, but businesses can’t personalize marketing campaigns for each customer. Instead ...