People are people the world over: The case for psychological segmentation
论文论证了成功的市场细分需要结构化的定性与定量研究结合，并强调可操作性；指出生活方式和价值观细分过于笼统，国际适用性有限，而针对特定市场的心理细分更具诊断性、预测性和可操作性。
The paper argues that: (i) A successful market segmentation study requires the application of structure and a proper integration of qualitative and quantitative research. Also, that the prime emphasis should be on actionability. (ii) Lifestyle and value-based segmentation are too general to be of great use in category specific studies. Also, their international application is limited as lifestyles vary, internationally. (iii) The growing phenomenon of 'consumer' schizophrenia' makes lifestyle increasingly less useful in market segmentation. (iv) Well-developed psychological segmentations, that relate to a specific market or product category, are more diagnostic, more predictive and more actionable, on a global basis.