A New “Golden Age” for Customer Segmentation?

I still remember my first time. Some 25 years ago as a young marketing executive at the PGA of America, I hypothesized that profiling golfers by simply looking at behavioral metrics like annual rounds of golf played, wasn’t helping us to capture their emotional connection to the game that could potentially trigger more resonant marketing […]

3 Golden Questions to Determine “Fit for Purpose”: Choosing the Right Data Collection Method for the Problem

Last week, UGA/MRII updated its Principles of Market Research (PoMR) online course with a revised module on data-collection methods, authored by Pete Cape, the global knowledge director of SSI. In support of the course, yesterday ESOMAR sponsored a 1-hour webinar presented by Pete. Pete began by revisiting the origin of an old quote, from Abraham […]