The most common market segmentation method that I see applied every day is browsing-based ad retargeting. Web media has been doing this also for quite a while.
If you have been watching the wonderful TV-show called Big Bang Theory, you can probably conclude with me that most of us aren’t “Sheldon Coopers”. For the majority of us emotions are more important than facts. Recent election polls also prove this: voters ignore or even deny facts in order to justify their emotional, sometimes even irrational, candidate selection.
The power of the Net Promoter process comes from two things:
There is a simple score that (even) the management will understand; and
A comment field to provide the reason--the WHY-- for the score.
Unfortunately many companies are still relying on simple four or five button or star rating systems. These can lead to wrong conclusions, misuse, and not having information that can be used for decision making.