Agile Insights Blog

7 min read

Demographic Segmentation Can Cover Up Real Customer Differences: A Case Study

By Joe Urbany on Apr 19, 2016 10:56:11 AM

The goal of market segmentation is to identify groups of customers who differ in their needs and responses to marketing efforts. This allows businesses to target their strategies to increase effectiveness.

Often, demographic variables are used to segment customers. While demographics describe consumers and business customers, they often offer little insight into those customers’ needs, the benefits they seek, or the true drivers of their purchase decisions.

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