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Essay text:
(It’s surprisingly difficult to sell worms to people who aren’t fishermen, gardeners, or practical jokers).
Segmenting our potential markets is something that we all do intuitively. We know that most products, or homes for that matter, are not going to appeal to everyone. So, we try to define in our minds the “perfect buyer”. Segmentation models are typically built around demographics (age, income, gender…), psychographics (lifestyle, personality, values…), geography (city, neighborhood, zip code…), and other personal attributes.
It is common to see people segmenting their potential customers based on things like gender and zip code, in part because it is easy to get this information, and get it in a form that can be immediately put to use...
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