A purchase history does not explain every need
Why stated preferences add something useful to audience segments.
The Locket Team
Product · October 3, 2026 · 3 min read
Perspective
A segment can show who purchased or returned. A customer’s own words can explain what they are trying to do and what is stopping them.
Daniel and Emma might both shop at the same activewear brand. Daniel asks about a wider running shoe; Emma wants a relaxed jacket for walking. Their product history alone does not establish those needs.
Use behavioral data alongside the stated context. Keep uncertainty visible and measure whether a changed experience helps, rather than treating a prediction as a fact.
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