Preference-based Segmentation: When Products Do the Segmentation

In a recent article, I argued that there is no such thing as a “right” or “wrong” segmentation — only those that are more or less useful for marketing.

That point is worth reiterating. Because it leads to a second, equally important conclusion:

• There is no single best way to segment a market.

• The right segmentation depends entirely on the decisions it is meant to inform.

Or, put differently: segmentation is not a model. It is a tool. And like any tool, its value lies in how well it fits the job.

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