We know that people have unique needs and wants. However, it is not possible to target each
individual so we target sub-groups or classes of individuals. To do this, we divide the target market
into segments, evaluate the segments and choose one or more of them for targeting. While markets
can be segmented based on demographic, geographic and behavioural criteria, two demographic
criteria (age and education) were selected for the purposes of this analysis as they have been shown to
be of primary importance in breast cancer screening