● Measurable: the size, purchasing power and profiles of the segments can be measured.

Certain segmentation variables are difficult to measure. For example, there are many lefthanded people in the world. Yet few products are targeted toward this left-handed segment. The major problem may be that the segment is hard to identify and measure. There is little data on the demographics of left-handers. Private data companies keep reams of statistics on other demographic segments but not on left-handers.