Trends Report

Segmentation: The Allure And The Risk

Seven Ways Segmentations Fail, And The Best Practices To Avoid Them

January 10th, 2008
Brad Bortner, null
Brad Bortner
With contributors:
April Lawson , Ellen Daley


Savvy market research professionals understand the great promise of organization alignment and marketplace success that segmentations provide. Unfortunately, Forrester hears of many segmentations that fail. This occurs when organizations either fail to embrace segmentations, or their actionability comes up short. This document defines how to avoid the seven mistakes that can lead to segmentation failure and how to position market researchers for strategic relevance by helping your organization align and focus for success. It includes recommendations on how to create a segmentation plan that builds organizational alignment as it delivers insights.

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