Assumptions, perceptions, and personalities
#2: Group (between individuals)
Leadership, teamwork, decision making, power, conflict
#3: Collective (within the organization)
Organization of work, structure of authority, power of relationships, the culture of the organization, etc.
Segmentation- dividing the market into groups/segments that have similar needs for products and services
Products should be based on what these groups like/what's important to them, how much the product will cost, how the product is offered, etc.
This allows to better meet the needs of these homogenous groups
Can split these groups into lifestyle, geographics, demographics, behaviors, attitudes, beliefs
These must be measurable, substantial, accessible, differentiable, and actionable