For most, Malcolm Gladwell is not an author that falls into the ‘marketing research’ bucket. However, Gladwell’s books, The Tipping Point: How Little Things Make a Big Difference, Blink: The Power of Thinking Without Thinking, Outliers: The Story of Success, and What the Dog Saw: And Other Adventures, often deal with the unexpected implications of research in the social sciences, particularly in the areas of sociology, psychology, and social psychology. So when I came across this TED video on segmentation and spaghetti sauce I wasn’t sure what to expect.
A complex, overwhelming methodology for many, segmentation allows you to identify and define those who are likely to benefit from your products and services, while at the same time identifying those who are not viable prospects. (Check out W5 on Segmentation for a comprehensive explanation.) The video opens with a story about Howard Moskowitz and his realization that food categories exist on a horizontal plane rather than a vertical hierarchy.