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Research papers

Forever Jung

This paper provides a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se.We outline the limitations of conventional segmentation approaches, and describe a method for extending such techniques...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Giles Hedger, Leigh Morris, Raimund Schmolze
September 19, 2004
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Citation

Hedger, Morris and Schmolze (2004a, September 19). Forever Jung. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/forever-jung