These days, market segmentation means different things to different people. For those of us in market research, we need to be aware! And vigilant about correct use of the language, to avoid confusing our clients and colleagues. For example: many articles on “market segmentation” in the business press these days are actually about segmenting an email list. That’s an important task, certainly, but is it “market segmentation”? Only if you define your “market” as people who already have opted in to the list, which seems like a pretty narrow definition to me! This week’s YouTube describes the different ways the phrase is now commonly used, and what you need to know as a market research professional.
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