Get the Segmentation Basis Right and Consumers Will Divulge
Georgetown Institute for Consumer Research
Carlson, Kurt A.
Carlson, K. & Banerji, I. (2013). Get the Segmentation Basis Right and Consumers Will Divulge. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707506.
A large majority of consumers are aware that they are being segmented for marketing purposes, and with certain caveats, are willing to share personal information critical for precise segmentation. Continue reading to learn how consumers prefer to be segmented and when they are most willing to divulge data about themselves.
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