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Is segmentation dead? Long live segmentation.

For decades, segmentation has been one of the most powerful tools in the insight professional's toolkit. Yet many organisations are still working with approaches that were designed for a very different world.

As consumer behaviour becomes more fluid, data ecosystems more complex and AI opens entirely new possibilities, a fundamental question emerges: are our segmentation approaches evolving fast enough to stay relevant?

Join the UBA Exchange Community CMI for an inspiring exploration of how segmentation is being reinvented. From needs-based models and hybrid data approaches to AI-powered applications and activation across organisations, we'll discuss how segmentation can evolve from a research deliverable into a strategic business capability.

English Exchange Community
When 8 October 2026
13:30 - 17:00
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Speakers

  1. Joseph Rini

    Joseph Rini

    Senior Director of Product Management at Market Logic
    Joseph Rini currently serves as Senior Director of Product Management at Market Logic Software, where he is responsible for driving the commercial and value considerations of the company's product offerings. Throughout his tenure, Joseph has played a key role in shaping Market Logic's AI-enabled ...
    Joseph Rini

    Joseph Rini

    Senior Director of Product Management at Market Logic

    Joseph Rini currently serves as Senior Director of Product Management at Market Logic Software, where he is responsible for driving the commercial and value considerations of the company's product offerings. Throughout his tenure, Joseph has played a key role in shaping Market Logic's AI-enabled product suite, working closely with a diverse customer base of enterprise insights leaders to translate emerging AI capabilities into practical, scalable innovation workflows.
  2. Nicole Huyghe

    Nicole Huyghe

    CEO at boobook
    Nicole Huyghe is the CEO and founder of boobook, an international strategic consultancy firm specialising in understanding and analysing consumers. Boobook enables companies to make the right customer-focused and marketing decisions, particularly regarding product and pricing proposals, by bringi...
    Nicole Huyghe

    Nicole Huyghe

    CEO at boobook

    Nicole Huyghe is the CEO and founder of boobook, an international strategic consultancy firm specialising in understanding and analysing consumers. Boobook enables companies to make the right customer-focused and marketing decisions, particularly regarding product and pricing proposals, by bringing customer data and the resulting insights into the boardroom in an accessible way.

    Nicole holds an engineering degree from Ghent University and an MA in Applied Statistics from the University of California, Berkeley, and now has more than 25 years of experience in translating customer data into strategic insights.

    Nicole is a popular speaker at conferences and European universities. She also gives training courses/workshops on a variety of topics such as pricing, product development, customer segmentation and customer experience. She has also made a name for herself with her coaching sessions on data visualisation and visual storytelling.

    The boobook team has extensive expertise in analysis methods such as conjoint analysis, segmentation, driver analysis, decision tree analysis, etc. The team is deployed in various industrial sectors, both B2B and B2C: pharmaceuticals, automotive, finance, manufacturing, FMCG, retail, travel, etc.

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The UBA Exchange Communities are privileged moments where managers and experts discuss specific topics to help their brands evolve. Participation is free and exclusive to UBA brand members. Experience sharing is at the heart of these sessions.

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