How Deep Are You Segmenting Sub Segments?

When you talk about sub segments, you're saying you segmented those categories even further into one. In the case of straveder, we very early identified that nies that worked within fast moving consumer goods would be the earliest adoptors. So in the beginning, we had a very strong focus on that sub segment. And as we grew,. i would say, opportunistic on the inbound, and were able to actually see that what we had on offer actually served completely different sents.