According to this week's lecture videos, of the different types of segmentation $($WHAT$,$ WHY, WHO$)$ the type that is the most valuable to the firm is which of the following?

Group of answer choices

WHAT, because past consumer behavior will tell you how consumers will most likely behave in the future.

WHY, because understanding consumer motivations, values, attitudes, and beliefs provides the greatest insights about future actions.

WHAT, WHY, and WHO are all equally valuable.

WHO, because you have to identify who you are marketing to before you can understand them.