Rediscovering Market Segmentation

The psychographic profiling that passes for market segmentation these days is a mostly wasteful diversion from its original and true purpose – discovering customers whose behavior can be changed or whose needs are not being met.

An Old Method for Finding New Headroom

For over 30 years, conjoint analysis has been one of the most widely used tools in market research. Its methodology has allowed hundreds of companies to make well-informed decisions about which product features they are going to offer in what combinations and at what price.

Five Rules for retailing in a recession

Consumers are tightening their belts, and retailers are feeling the pinch. But even in these tough times, retailers can win new customers and gain customer loyalty by focusing on those who aren’t their best customers—and by making sure they only offer what customers really value.

The ABc’s Of Analytics

“Big data” can drive competitive advantage if companies follow a few timeless principles.

Inside the Long-Lost Brickyards That Built N.Y.C.

A century ago, brickmaking along the Hudson River was thriving. Then the industry vanished.–FROM THE NEW YORK TIMES