[JohnCClarke]

This example is always cited as different from the "demographics" approach. But it literally started by segmenting the buyers, and then focussing on a previously unrecognised demographic sector (car commuters).

Clay Christensen is smart, and one of the many things he is smart about is marketing Clay Christensen.

[CGMthrowaway]

Marketers would call your car commuter segment an "occasion." Perhaps more than finding new demographic segments (age/race/income/etc), food bev & QSR look for novel "occasions" like car snack, desk grazing, pre/post-workout, airport indulgence, social apertif, etc to drive sales growth

(One might also think of "functional foods," "mood boosters" etc which are neither an occasion nor a demographic. Perhaps these in particular are closer to a true JTBD)

[getnormality]

How is "car commuters" a demographic segment?

Does the word "demography" mean anything?

Is "people who like to buy milkshakes" a demographic segment too?

[pwatsonwailes]

Good segmentation is mostly not by demography nowadays. At best, demographics are a correlative element to something more fundamental, usually economic, behavioural or psychographic.

[pfdietz]

> Clay Christensen is smart

Not anymore. He died in 2020.