This surprised me because in my mind I always pictured that you used a top down method of identifying your market. First you look at their age, gender, location and then you find out stuff about those people in order to say "this age of men in this location are going to use this product because...". What I learned from this is although it may look like they are easily broken up that way, those men have way more different behavioral traits that they can be segmented into.
The part that was most confusing - The shallow/middle/deep end.
This was most confusing to me because are they looking at the level of decision making that is occurring or implementing new features?
Two questions to the author -
- Do you think age or gender can be directly tied to behavioral buying decisions, when everything else is held constant?
- What questions could you ask potential buyers to learn more about their behavioral decisions?
Was there anything the author was wrong about?
I didn't disagree with anything the author had wrote. It was all very new to me and opened my mind to how marketing should really work.
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