For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

A market segment is a group of people with common characteristics. Companies market to different segments with advertising designed specifically to reach each.

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

The era of micro-targeting B2B decision-makers with narrow targeting attributes is over. Opt-outs are surging, data collection is limited, and once-granular targeting options are fading. It's time to ...