segmentation

Articles

the average customer
customer values
data science
consumer sentiment
analytics and insights
synthetic data
segmentation

Pilot sitting in the cockpit of a jet, all the dashboard controls lit up, and skyline out the window.

October 5, 2026

No One Sits in the Average Seat

In the early 1950s, the United States Air Force had designed jet cockpits for the average pilot. There was just one problem: When Lieutenant Gilbert S...

consumer insights
psychographic segmentation
consumer behavior
marketing insights
consumer demographics
segmentation

Lemons presented with it all sliced up into different segments.

June 22, 2026

Transforming Consumer Segmentation to Drive Impact

Consumer segmentation continues to transform portfolio strategy by shifting focus from broad demographic buckets to needs-based and psychographic moti...

consumer behavior
consumer engagement
human insights
segmentation
consumer motives
psychographic segmentation

A color picker fanning out showing a wide variety of colors.

June 17, 2025

Decoding Consumer Motives: The Power of Psychographic Segmentation

As learning about your target consumer becomes ever more precise and discerning, psychographic segmentation becomes a crucial key to unlock consumer m...

consumer trends
customer journey mapping
consumer need states
segmentation
trend signals
consumer research
purchase drivers

A golden field of wheat stretching off into the distance.

August 20, 2024

Discover Consumer Drivers with Need State Mapping

Identifying need states is one research field that helps determine consumer trends—and it's a key path for the insights professional to separate the...