After completing this week's reading from the Harvard Business Review I was most surprised by how much importance companies placed on an individual's identity and what products conformed to that identity instead of what decisions consumers made when spending their money. As detailed by the reading, consumer behavior is much more important than consumer identity. However I was not aware that companies used the latter metric so heavily during the last four decades.
I was most confused by the portion of the reading that focused on creating segmentations that conformed to what senior managers thought. While I understand that early statistical research conducted by private companies focused too much on consumer identity, I was unsure as to how that related to the marketing manager's reluctance to accept such data.
Given the opportunity to ask two questions to the author I would ask if the appropriate approach has been taken by modern companies in identifying consumer identity and how companies go about obtaining the statistical data they use to make informed marketing decisions.
I found the author's input was quite good and well supported by a variety of real-life scenarios. Overall a great article.
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