12 February 2004

Making Market Segmentation Meaningful

There are lots of different ways to segment markets. Many of them are useless.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Consumers aren’t all the same, so they shouldn’t be treated that way. But marketers remain stymied when it comes to defining real and actionable consumer differences. Recent Gallup research offers new insights on ways that companies can identify -- and act on -- truly meaningful customer segments.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
Learn More >>
The content you are attempting to access is for subscribers to the Gallup Management Journal. You can subscribe by choosing the GMJ as one of your subscription selections under My Account. If you are already a subscriber, please log in.
Login
Subscribe
Subscribe To GMJ
See Also

Gallup MBA/MA Program

The master's program designed by Gallup consulting experts and faculty from the top-ranked University of Nebraska-Lincoln is so different, alumni often call it the "Anti-MBA."

This program combines Gallup's best science in behavioral economics, management, leadership, HumanSigma, and strengths with the "lean thinking" pioneered by Toyota, then couples it with traditional business competencies such as accounting, finance, and classic economics.

To learn more about the program, visit the Gallup/UNL MBA/MA in Executive Leadership Web site, or contact Sara Harris at 800.288.8593.

Copyright © 2008 Gallup, Inc. All rights reserved.
Gallup®, A8™, Business Impact Analysis™, CE11®, Clifton StrengthsFinder®, the 34 Clifton StrengthsFinder theme names, Customer Engagement Index™, Drop Club®, Emotional Economy™, Employee Engagement Index™, Employee Outlook Index™, Follow This Path™, Gallup Brain®, Gallup Consulting®, Gallup Management Journal®, GMJ®, Gallup Press®, Gallup Publishing™, Gallup Tuesday Briefing®, Gallup University®, HumanSigma®, I10™, L3™, PrincipalInsight™, Q12®, SE25™, SF34®, SRI®, Strengths Spotlight™, Strengths-Based Selling™, StrengthsCoach™, StrengthsFinder®, StrengthsQuest™, TeacherInsight™, The Gallup Path®, and The Gallup Poll® are trademarks of Gallup, Inc. All other trademarks are the property of their respective owners. These materials are provided for noncommercial, personal use only. Reproduction prohibited without the express permission of Gallup, Inc.