What is it about?
We shows that market segments rarely naturally exist in consumer data. It is critical, therefore, to conduct market structure analysis before extracting market segments from the data.
Why is it important?
Market segmentation is widely used in academia to create new knowledge and by industry to identify a promising target segment. High quality market segmentation analysis is the key to achieving these two aims.
The following have contributed to this page: Professor Sara Dolnicar
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