Market Segmentation, Southwest Airlines Style

They used an “a priori” segmentation model. Yup, that’s right. They went into the study with a hypothesized set of segments in mind. The segments were based on behavioral data from their existing customer database. During the presentation, this confused me. We were, after all, in a session on conducting segmentation. The process was defined as qual, leading to quant. But the speaker occasionally referred to the segments they started with…