Expect the unexpected

You’re either pregnant or you’re not.

And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t. If you do, you buy one and it helps you answer the first question in the affirmative or in the negative.

So you’d think there’s not much to the market – not much market segmentation potential. 

And yet...

The first level