"Market Segmentation with Real World Examples from a Business Professor"

Engaging stakeholders is a key project team purpose. For achieving it, popular modern constructs include context of use analysis, empathy mapping, personae development, and customer journey mapping.

All of these constructs have roots in the business practice of market segmentation, a practice that pre-dates personal computers, internet, and e-commerce. our modern constructs for engaging stakeholders tend to be refinements and enhancements specifically of the traditional "psychographic" and "behavioral" methods. These are explained in this clear, well-organized presentation of traditional customer segmentation used in business for marketing purposes. About 11 minutes long.