Market segmentation is one of the most important parts of developing a marketing strategy. Many commercial firms provide information and services to help define and/or describe market segments. One is Yankelovich.

Visit their Web site (www.yankelovich.com).

Prepare a report on how their MindBase tool segments consumers. Also take the Mindbase survey to see which segment you fall into. How accurate is their profile of you? How valuable do you think this service would be to a marketer?