Cognitive science has a lot to tell us about why conventional customer segmentation so often fails. Humans have an inherent bias that leads us to embrace broadly rendered “idealized cognitive models” of our customers. Compound this bias with misdirected customer-segmentation best practices and you have a formula that’s destined to overlook key “shadow segments.” In the article “Beyond the Pale – Searching for Strategically Actionable Insight”, Glen Drummond, Chief Innovation Officer at Quarry, offers a radically different approach to strategic segmentation – one based on an understanding of customers’ “tensions in motivations” – that uncovers these shadow segments and can inspire product-design and customer – experience innovations.
Partner, Chief Innovation Officer
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