1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations?
I think it was so interesting to read the differences between what business want to address, what consumers want to address, and what the segmentation information is and what should try to find out.
2) Identify at least one part of the reading that was confusing to you.
I thought the most confusing part of the article was how companies transformed from using buying patterns as a guide as opposed to consumers' future purchases and what the data presented that it shows this information.
3) If you were able to ask two questions to the author, what would you ask? Why?
I always like to ask where the author got the data from and what his background is on how he interprets the information.
4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?
I don't think he was wrong about anything but I was concerned when he was arguing for the case of a broad view. It doesn't seem very credible that he was arguing with another expert about his topic of expertise.
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