In my first article in this series, I laid out an approach for identifying the modes that people get into, and I introduced the idea of a mode map. For part two, I’d like to apply mode map thinking to ...

New wireless carriers show how retail consumer segmentation is shifting toward identity, behavior, trust, and affiliation, ...

In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

Credence goods are services for which consumers find it challenging to assess quality, even post-consumption. In these markets, experts possess superior information, creating a potential for fraud, ...

In the ever-evolving digital landscape, understanding how consumers search for services online is crucial for businesses seeking to gain market share. By grasping these search patterns, agencies can ...