The biggest surprise for me was realizing that segments are subject to change and that they should not be treated as so concrete. I found this surprising because it inherently goes against human nature to simplify and box things up in order to better "understand" them. Eventually your realize that attitudes and customer behavior changes but this encourages you to recognize that the change is inevitable and rather than realize it when it has already happened, anticipate it and the direction in which the change is going.
The Gravity of Decision Spectrum was a bit confusing because I feel like they could have said all the things they did in a much simpler manner. Even the chart/ diagram could've been simplified in my opinion.
Some questions I would ask are first, what are some current companies who are taking the lead on effective market segmentation and what are they doing that makes it so successful? Second, success isn't permanent, so how would a company use market segmentation to prolong it's success?
The only thing I believe the author is wrong about is stating the demographics used in the piece as non-demographic segmentation. I say that because that name is too narrow and doesn't account for the fact that over time a segmentation can change alongside customer behavior and values. Personality does not directly affect someone's consumer profile and behavior.
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