Segmentation, Audience Definition All too often brands are obsessed with what makes people different rather than looking for traits and behaviors they share. "The meat substitute Quorn originally targeted vegetarians, which represented 7% of UK households. Eventually, it changed its strategy to instead appeal to healthy consumers, which represented 70% of UK households. It remains arguably the most growth-enabling move the brand has ever made." Article: Target Customers’ Big Similarities, Not Their Little Differences