Feb 07, 2012 | by Gustavo Razzetti
As the Hispanic market continues to evolve, more and more clients are asking about the right approach to the Latino market. How to find the best segmentation model is one of the most frequently asked questions. I always reply with another question: what are you trying to solve?
It's because a one-size-fits-all solution doesn't work when it comes to segmentation. Clients must be very careful when being approached by companies trying to sell their own "proprietary Hispanic segmentation" model. Most of these predetermined segmentation models are not based on a specific product or category. Rather, they can be too generic.
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