A Timely Conversation about Segmentation Research
Segmentation research has a long history of being considered the "pinnacle" of marketing research for its ability to deliver strategic insights that can shape and fuel a brand's future. Oftentimes, it requires a substantial amount of time, thought and investment; so, it is important to get it right. We all know that 2020 was a difficult year in many ways for everyone. We all needed to adapt to all sorts of changes in everyday life, which beg some questions about segmentation research: