Forrester

Why Read This Report

In most companies, the development of a customer segmentation is the responsibility of the market research department. A good segmentation is used by the whole organization and especially guides product managers, developers, and marketers. To increase usage and relevance, market research departments and consumer product strategy professionals should collaborate more closely on segmentation projects. Market researchers will better understand the needs and wants of the organization, and the more relevant segmentation will lead to improved product strategies by creating resonance in both product designs and marketing messages.