We often work with B2B businesses looking for answers as to how, what and who they should market to. I was recently working on a project for a client where the target of our r...

Once you understand significant customer segments, you can move on to developing a strategy to tackle them. Stick by your segmentation to execute effectively and generate posi...

You’ve got two customers? They’re the big one and the little one. As soon as you have more than one customer, you’re segmenting your client base. Often we find that our client...

In this 30 second video, Richard Grefé, Executive Director of AIGA, the professional association for designers in the US, talks about the fast pace of change and the exponenti...

Segmentation is a great tool to better understand your customers and identify untapped growth opportunities. In B2B, this is especially relevant because you are dealing with b...

We recently did a market assessment for a client who was interested in bringing a genuinely exciting innovation to market (in an industry that sorely needs it). It turns out t...

The ability to get closer to customers, users, and members, understanding their emerging needs and addressing challenges before they become intractable, will be critical to bu...

Recently, I was working on a market feasibility assessment and I needed to access a group of individuals where there was no easy way to identify and contact them on a mass sca...

Breaking into a tough market can require a new entrant to break long-standing supplier relationships. At Mezzanine I am very often researching customer needs and evaluating in...