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Market segmentation can be one of the best investments a company makes, as it sets the strategic foundation for approaching the market. In recent years, advances in analytics and computing power have made doing segmentation easier and more efficient. This is both good news and bad.read more
Sometimes, business stakeholders assume they know what the customer wants, speaking on her behalf, and avoid this step. However, segmentation studies are too important to be built on assumption. Assumptions are a lot like quicksand: innocuous to look at but deadly to step into.read more
At Bellomy, it seems we’re in constant client discussions regarding online insight communities. In these conversations, many clients have expressed concerns regarding the best way to build a community. These concerns tend to fall into two categories: uncertainty and disillusionment.read more