For me, Venice shimmers, glistens and captivates. Some, though, find it grimy, decaying and false. Namibia, apparently, can have the same effect – if you love wilderness and emptiness, then its the place for you, but if you like to meet people and enjoy nightlife, then look elsewhere.

Such extremes are why I love segmentation work – what are the dimensions that really polarise opinions, and how do you turn them into simple questions to ask consumers? A great segmentation comes from knowledge and understanding of the potential differentiators, expert data analysis to quantify and link them, rounded off with a dose of common-sense.

I like to think of segmentation as the spider sitting at the centre of the marketing web. It has created the web in the first place, it uses it to catch its target, and it will dash out and fix any holes, joining things back together again at a moment’s notice.   Spiders and segmentation – a bit like Venice, you either love ‘em or hate ‘em!

This entry was posted on Wednesday, February 3rd, 2010 at 3:03 pm and is filed under Heather's high horse. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.