Beyond Consumer Segmentation
New Technologies, New Lenses
Today’s world of increasing market fragmentation calls into question the effectiveness of the segmentation methods companies use to understand their markets and address consumer needs.
In this report, Beyond Consumer Segmentation: New Technologies, New Market Lenses, we forecast that in order to be successful in the next decade, companies need to move beyond traditional market segmentation methods and develop a dynamic portfolio of approaches that respond to the diversity, dynamism, and rapid change of the consumer market.
The next report in this two-part series, Reinventing Customization: New Technologies, New Markets, and New Strategies, builds on the market lens framework described in Beyond Consumer Segmentation: New Technologies, New Market Lenses.