The seven perils of segmentation

There’s nothing new about segmentation – indeed, as a practice it has been utilised by firms for decades. But this familiarity doesn’t necessarily mean that businesses have been getting it right. Indeed, despite its long history, only a limited number of organisations are actually using segmentation to its strategic potential. The reasons for this are numerous. Certainly some confusion surrounds certain aspects of it, and for this reason it’s worth a brief recap.