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Despite the widespread availability of segmentation techniques and much applied experience, many commercial users appear to be disenchanted with segmentation studies. The authors suggest that one cause is the failure of the marketing researcher to consider the competitive environment sufficiently in designing segmentation studies. They examine the problem in detail, setting forth some instances in which a segmentation approach is not useful and situations in which conventional approaches are not successful through examples from actual case studies.

There is a "folk belief" that certain personalities fit with particular systems development roles: however, there is little evidence to confirm this supposition. As part of a larger study an XP development team was investigated using a repertory grid approach (this is discussed in detail) to determine whether coherent personalities and characteristics emerge for different roles. The results, which are inevitably limited, suggest that this is the case. Further work remains to be done to build a large corpus of data for future analysis before firm mappings can be made between appropriate personality characteristics and software development roles.

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