Using market segmentation studies to monitor and predict trends Research Completed
Title
Using market segmentation studies to monitor and predict trends
Lead Author
Greenaway, R.
Organisation(s)
Rob Greenaway & Associates
Publication Year
2001
Publisher
Rob Greenaway & Associates
Contacts
Abstract
We are fascinated by what the future holds. Life is uncertain and scary. When we are talking about attempting to predict the future, we are talking about reducing risk, and risk can be both threatening and exciting. Generally, we seek to reduce risk and increase certainty. In our profession we sweat over whether our $100,000 skatepark will be a heavy white elephant in two years. In life we want to know whether we should be going for a capped or a floating mortgage rate. Our lives revolve around risk reduction. The longer we live, and the more insular, competitive, selfish and scared of failure we become, the more paranoid about the future we will get – and the more attractive will be any mechanism that reduces our fear of the future.
Market segmentation analysis is one such tool.
Keywords:
Forecasting, Market segmentation, Analysis, Trends
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1349
Added
July 13, 2012