Seán McNally, Eris Strategy’s General Manager, has recently featured a story on Medium.  A cross-disciplinary digital magazine for industry thought leaders.  In this article, Seán has used his knowledge and experience on what makes market segmentation strategies work for a business, by examining how they go wrong.  


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Photo by Timon Studler on Unsplash


Market Segmentation is the most useful insight tools for a marketer, that helps reduce decision complexity by focussing on the key defining characteristics of their target market.  Even for business following a mass-market approach, market segmentation provides critical insights into what drives consumer decision making, and what underpins differences we see in their behaviour.  In his article, he outlines a simple framework that you can use to avoid having your segmentation not be implemented.

Read the article here and discover the five areas where market segmentations often go wrong.