Geraldo, a Marketing Manager at a large technology firm, prides himself on his intuitive consumer insights for his business. Usually, Geraldo does not believe in the scientific study of Consumer Behavior and believes that a common-sense understanding of consumers can serve a marketing professional well. Because, as Geraldo likes to say, "We are all consumers." Recently, Geraldo realized that his intuition about a specific segment of consumers was wrong and inaccurate. Based on what you've learned in class, in your opinion, specifically, Geraldo was wrong about this consumer behavior segment because:

A)He may have been basing his conclusions on limited observations of the consumer segment.

B)He may have read the wrong detailed market res

earch reports on the segment.

C)The consumer segment was rapidly changing.

D) Any research done on the consumer segment was wrong and badly done.

E)He was projecting his own thoughts and beliefs on to the segment.