Press: Segmentation is a people problem, not a maths puzzle

First published in ResearchLive

Strategy is choice. So says Roger Martin, co-author of ‘Playing to Win: How Strategy Really Works’ – a book that has deeply influenced how we approach our work at Incite.

Ultimately, segmentation is a tool for making choices. Put simply, segmenting a market gives you things to choose between. The success or failure of a segmentation should be thought of in terms of its ability to help organisations make decisions – ideally the right ones.

We see three critical stages where the process of making strategic choices through segmentation can fail – and in all three cases the biggest risk is not statistical mistakes or dodgy data.

Far more commonly, segmentations fall down because teams have failed to engage three deeply human capacities: curiosity, creativity and habit.

Read the full article here.