Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which ...

Customer research in the form of interviews, surveys, analytics, data segmentation and more has the goal of discovering customer characteristics as well as stated and unstated needs.

It’s all too easy to make assumptions about what we think customers want, but the devil is in the (product) details, and sometimes thinking differently just means looking at the data differently.