Reconciling market segments and personas

Market segmentation and personas are two different techniques that are often perceived as conflicting methods, but they are actually complementary tools that organizations can use to design and sell successful products.

The value of market segmentation

The marketing profession has taken much of the guesswork out of determining what motivates people to buy. One of the most powerful tools for doing so is market segmentation, which groups people by their distinct needs to determine what types of consumers will be most receptive to a particular product or marketing message. These groups form a consumer model.

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