Think about all the barriers that we have to overcome every time we pick a new book to read. Is this the kind of book I usually like? Is it too heavy? Too light? Will it bore/scare/offend me?
One of the biggest barriers to finding what you want is the sheer number of choices that exist. If you walk into a library, you see crowded ranks of spine-on books disappearing into infinity.
Our research has shown that approximately half of the people coming into a library are looking for a specific title or author. The other half want to browse what's there and see what happens to take their fancy.
In the retail sector, companies know a great deal about their customers and, when planning marketing strategies, they break their market down into very specific segments. This helps them to target their marketing more successfully.