Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...

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Many organizations still base their targeting on demographics — broad traits like age, job title or marital status — rather than the behavioral factors that actually drive decisions. Whether B2B or ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

Bucklin, Randolph E., Sunil Gupta, and Sangman Han. "A Brand's Eye View of Response Segmentation in Consumer Choice Behavior." Journal of Marketing Research (JMR) 32, no. 1 (February 1995): 66–74.

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

In January, 2016, SmartDrive Systems gave CCJ a preview of its new Transportation Intelligence Suite (called SmartIQ Suite, for short). With this release, SmartDrive customers gained access to ...

Previous research documents a hostile attribution bias by aggressive boys when considering a social situation with ambiguous cues as to the intention of the participants. The present research ...