This post is Part 1 of a two-part series. The success story of applied behavioral science began with the publication of popular science books more than 15 years ago showing that people make suboptimal ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Marketers have long relied on simple demographic categories, including age, gender, income and region, to build segments and classifications. It’s convenient, easily understood and readily available ...