There are new models of consumer attitudes and behaviors that are defining the landscape for product design. If you’re still using traditional segmentation and the 4 Ps, you’re probably destined to fail.

LUNAR’s Mark Dziersk shares insights about tribes, semantic stimulus and group behavior as purchase drivers in this presentation based on his talk at the 2011 Industrial Designers Society of America’s International Conference. Mark, head of LUNAR’s new Chicago office, draws on material from courses he’s taught at Northwestern University’s Kellogg/McCormick Engineering School.

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