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

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.