Dr Aaron Tkaczynski (University of Queensland) on 'Market Segmentation'
Podcast blurb: Dr Aaron Tkaczynski provides a background to market segmentation. He then further suggests why listeners should be interested in this concept. Information is provided on how market segmentation has evolved, such as first how digitalisation is changing data collection procedures and second advancement in data analysis is improving the reliability and validity of segmentation findings. Aaron mentions futures trends impacting on market segmentation such as researchers employing greater usage of big data. He also argues that there will be a further focus on target marketing, with further justification required for why certain event segments should be targeted.
Aaron’s bio: Dr Aaron Tkaczynski is a Senior Lecturer in both tourism and events in the School of Business in the Faculty of Business, Economics & Law at the University of Queensland. He is also an extra-ordinary Associate Professor position in the Tourism Research in Economics, Environs and Society department at North-West University, South Africa. Aaron's research expertise and experience stems from market segmentation modelling and he publishes within this field in journals such as Tourism Management and the Journal of Travel Research. Prior to academia, Aaron was employed in local government.
Further reading and resources:
Segmentation Study Slides by Aaron
Aaron's 2017 segmentation article
