Carly and Diane had worked out a thoughtful behavioral segmentation approach for their consulting business, and when they were looking at the specific individuals in the segments, they found a significant group of customers that appeared in more than one segment. They should
A) concentrate on these potential customers as their needs are highly relevant in several areas.
B) revise the segment variables to eliminate the overlap.
C) ignore the overlap unless it represents more than 20% of a segment.
D) go back to the data to ensure the segments were done accurately.

Question

Quizplus · Accepted Answer

Overlapping segments indicate that the segmentation criteria may not be distinct enough, so revising the segment variables can help create clearer, non-overlapping segments.

Carly and Diane Had Worked Out a Thoughtful Behavioral Segmentation