What we do

We conduct academic research, present these findings at a variety of conferences, and convert that research into articles targeting both academic and practitioner journals. 

We also support research that cites and advances Fennell's work with small research grants.

We have developed a framework and a set of analytical tools to better understand segmentation through the lens of Fennell's Perceived Product-Use Situation.

Her work has been applied to pet food, the auto industry, tourism, and sports fans.

We are developing a variety of tools with which professors can integrate Fennell's concepts and models into their courses. These include cases, teaching notes, class exercises, and online tools.

These are available to professors and students at no charge.