From the data it is clear that some prospects
seem to be more responsive than others. Prospects that
matched the “Best” category of current customers
seemed to be the most receptive prospects based on the
types of questions that were asked in the telephone
survey. Except for the Awareness Level data, all of the
results were statistically significant at the .05 level.
Thus, it seems that viable segments have emerged.
Obviously, the real test of segment viability needs to be
made with sales and profit data. But for now, segments
seem to exist.