Often when doing strategic planning, I hear the team complain about how hard it is to get data for very specific market segments. To me, this is almost always a good thing. You see, the data we use in strategic planning is not accounting data - it is data we will use to set the course for your credit union. As such, the most important thing about this data is that it help us set the correct course. Sure, accuracy helps, but just knowing that one market is most likely bigger than another - or growing faster - is often plenty for good strategic decision making.
I'm also happy when there is little published data on a segment. Think about it - if you can get the data easily, so can your competitors. As a rule, great data is only available about highly mature markets with lots of competition, so I often take the availability of data as a signal that maybe we should radically change our segmentation, just to set ourselves apart.
-Robert
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