We have conducted hundreds of segmentation studies for companies in dozens of industries and have concluded that the differences in people’s needs do not come from different demographics or psychographics. In fact, we have proven that demographic, psychographic, and behavioral and attitudinal data will nearly always fail to explain why customers ha

Keep in mind that segmentation on probabilistic, statistical, or even simple profile data is a very rough way of putting people in buckets and will not take into account any individual variations from the norm (which there certainly will be). So don’t get too confident in your creative messaging when you address people from just one segment. Even i

Demographics provide discrete boxes to put people into and help us make the world neat. But here’s the thing: demographics, while factual, don’t accurately describe who people are.

Try to rely on your audience segments themselves for the greatest distinctions. For example, a company I worked with was sure there was a difference in the way people interacted with Human Resources based on their level of experience with the web. I pointed out that web experience had nothing to do with finding out your vacation balance, so we drop