Without "big data", you are blind and deaf and in the middle of a freeway. - Geoffrey Alexander Moore

Marketing has long known how to exploit fads and how to develop trends.

You need to understand that informed intuition, rather than analytical reason, is the most trustworthy decision-making tool to use.

First, please note that we are not focusing here on target-market characterization. The place most crossing-the-chasm marketing segmentation efforts get into trouble is at the beginning, when they focus on a target market or target segment instead of on a target customer.