From Guest Blogger Bob Roitblat:
"We should discard the old, unquestioned assumption that demographics is always the best way to segment markets." —Daniel Yankelovich, New Criteria for Market Segmentation, Harvard Business Review, March-April 1964, page 89.
Traditional market research techniques focus on data, metrics, purchase intent and attribute preferences—i.e., on logical analysis. These provide only a fraction of the available knowledge and insight necessary for effective innovation for several reasons:
