What is more, it often does not provide an understanding of the underlying outcomes-driven logic of customer purchasing decisions. Because market research tools as sophisticated as geocoding pay attention to the attributes of people, they cannot yield market segmentation schemes that make sense to customers—each of whom has many jobs that he or she is trying to get done. There actually is a lot of commonality in jobs to be done within a population of people and companies, suggesting that targeting markets of one may often not be a viable or desirable marketing objective.
