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Capita

Me, Myself and I – A Market Segment of One…

This resource is published by Capita

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Segmentation has always formed the very basis of marketing, allowing the right products to be tailored to the right people. Or so we thought… Putting people in boxes or categories is not just a marketing past time, it is human nature. We construct things as being coherent, having category and entity to them. That’s what our brains do. It allows us to make sense of our world. But this causes a contradiction between our need to be seen as individuals and our brain’s natural function to categorise.

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