Jamie Beckland escreveu um texto bem legal pra quem se interessa por pesquisa e afins. Segundo ele, os dados pessoais, ou psicografia, tem se mostrado um caminho mais relevante que a simples demografia:

The year that someone was born will not tell you how likely he is to buy your product.

Fragmentation is now the norm because the pace of change is accelerating. Generations have been getting smaller because there are fewer unifying characteristics of young people today than ever before.