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6. Consumer Segmentation in Practice: An Ethnographic Account of Slippage
Abstract
This chapter uses the dual roles of participant and outsider to contextualize the production of a particular market research practice, consumer segmentation, in real time. The goal is to show that while consumer segments exist as abstractions (and thus come to have a life of their own within marketing discourse and practice), their constitution and persistence occurs within a messy matrix of social relationships, with attendant obligations, attachments, and desires. This is an examination of ways consumer segmentation practices enmesh and sometimes ensnare those closest to their production and whose persistence is grounded by embedded cultural assumptions about consumption. By focusing on the microcosm of interactions — the phone calls, e-mails, conversations, report texts — it hopes to illuminate the fodder with which practice and ideology are co-constituted in real time.
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“The manufacture of customer segmentations, in particular among retailers, traditionally relies on calculations based on transaction histories; but they are then often “dressed” and “translated” into more meaningful terms such as “executive manager mom” or “buoyant boomer,” which contain implicit demographic attributes”
From How online advertising targets consumers: The uses of categories and algorithmic tools by audience planners (2024) · cites this paper as Sunderland and Denny, 2011
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Beauvisage, T., Beuscart, J.-S., Coavoux, S., & Mellet, K. (2024) · New Media & Society · doi:10.1177/14614448221146174 · Cited by 37
“…among retailers, traditionally relies on calculations based on transaction histories; but they are then often “dressed” and “translated” into more meaningful terms such as “executive manager mom” or “buoyant boomer,” which contain implicit demographic attributes (Sunderland and Denny, 2011).”
Metadata
- Authors
- Sunderland, P. L., & Denny, R. M.
- Venue
- Inside Marketing
- Publisher
- Oxford University Press
- Published
- 2011-02-24
- Pages
- 137-161
- OpenAlex
- W2486578234
- Cited by
- 18
- References
- 0
- Citations by year
- 2024: 3 · 2023: 2 · 2021: 1 · 2020: 1 · 2018: 3 · 2015: 1 · 2014: 3 · 2013: 2
- FWCI
- 14.33
- Type
- book chapter
- Language
- en
- Open access
- closed
- Locations
- Oxford University Press eBooks (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Management and Organizational Studies
- Keywords
- customer segmentation, market analysis, ideology and practice, marketing discourse
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