http://adage.com/print?article_id=135961

Entitled the Death of Consumer Segmentation, this is an interesting article that challenges some of what we hear constantly particularly as it relates to Predicitve Markets and the need to have segmented user responses.  

It also correlates with the presentation by Grant McCracken at ESOMAR that spoke to the idea of multiple selves.

If you havent't viewed it already you can watch it on:   http://www.scribemedia.org/content-libraries/esomar-2008/?bcpid=3933613001&bclid=3944304001&bctid=1840677856