Segment, test, insight. Stakeholders choose brands that solve particular problems, and tests show that, psychologically, when two brands exist, individuals stop looking for more.

Be careful when you read about conjoint analysis, however, since many books illustrate the process using features and attributes rather than benefits. Once you have your data, use a clustering program ...

After you decide which approach to use to measure migration, the process is a virtuous circle of analyze, segment, campaign, and analyze again. The next task, requiring strong analysis skills, is to ...

Segment themselves? Doesn't the marketer decide ... International Journal of Behavioral Medicine, 4(1), 92-100. 4 Regression analysis on the hypotheses, p<= 0.05 About the author: Nadine van ...

A fair proportion, if the stories are anything to go by. There are inherent difficulties in segmentation analysis. It is not always all it is cracked up to be, and it is all too rarely the 'holy grail ...