Behavior vs Demographic clusters

Behavior vs Demographic segmentation is and was a hot topic since the first websites came along. Since I remember companies use to segment their markets related with Demographic criterions, which means dividing markets into groups based on age, gender, income, occupation, religion, race, etc. This criterions divided into Hard, Medium and Soft. The Hard ones are those that normally never change like the birthdate or gender. Medium are those that can chance from time to time like single, married or divorced. Finally, the soft ones are those that can change any time. As you can image most of the variables are soft. Actually, inside the soft variables you find

Continue reading »