Strategy Saying: I have often seen that models created as 'segmentation models', to locate 'types of consumers' actually function as 'need maps', helping the client to define coherent clusters of need. If you are able to create a product that is consistent in the kind of needs it reflects, you will be successful. In qualitative research I have often seen that offers like that are robust for segmentation. That is to say: consumers who are supposed to fall into segment 1, are absolutely interested in a product designed for segment 2, be it that they may use it for different reasons or talk about it in a different way. A beautiful example is the Renault Twingo. This was designed for young urban types. In Holland it became popular amongst elderly people, because it was small, easy to handle, not too expensive and looked cute. If your segmentation model creates a language that helps you to find consistent needs, you will be successful. Instead of segment-oriented marketing, you make 'self-segmenting products', products that will 'find' their own segments.