Review on SWAY by Michael Bazen

I like how easy it was for me as an intern, who had no prior marketing experience or research background at all really (I'm actually graduating in August with my BBA),to learn about market segmentation! It also helped us understand what people were interested/uninterested enought o pay attention too during different stages of development which allowed team members from other disciplines sucha s finance & accounting teams etc., more insight when designing projects later down stream because we know exactly where they fall within their customer journey mapping process early-on rather than trying guesswork once things are already underway.