Learn the core practice of dividing a broad market into distinct subsets of consumers based on shared characteristics.

Market segmentation, a strategy used in contemporary marketing and advertising, breaks a large prospective customer base into smaller segments for better sales results.

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In today’s competitive market, companies must rethink how they connect with customers.

A market segment is a group of people with common characteristics. Companies market to different segments with advertising designed specifically to reach each.

When companies segment their markets they need to decide which segment they should target first. This video covers how firms judge segment attractiveness. Copyright Mark Wolters 2019 Filmed in Paris, ...

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock. The post When customers move like starlings — and what it means for ...