Reading Reflection | Week 7

Yankelovich & Meer: Rediscovering Market Segmentation (Harvard Business Review, February 2006)  

Questions being answered regarding Harvard Business Review:

1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations?

2) Identify at least one part of the reading that was confusing to you.

3) If you were able to ask two questions to the author, what would you ask? Why?

4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?

1. In the Harvard Business Journal article, there were many sections that stood out to me. I personally enjoyed learning about the psychographic types like "High-tech Harry" and "Joe Six-Pack" and how they can directly correlate with real people's lifestyles, attitudes, self-image, and aspirations. I definitely can see how demographics play a huge part in predicting purchase behavior. 

2. I found this article to be very clear and concise. I really didn't have any section that was confusing to me. I enjoyed it!


3. If I were able to ask the author two questions:

1. What inspired you to study non demographic segmentation?
2. What were the steps you took in creating the psychographic types, "High-tech Harry" and "Joe Six-Pack"?

I would ask these questions in order to hear the perspective of an intelligent writer and also to learn about the author's ventures that lead him to the place he is today.


4. I don't have anything in particular that I felt the author was wrong about. I really enjoyed this article in the Harvard Business Journal, Yankelovich & Meer: Rediscovering Market Segmentation.