Twice this week, I've sat in a meeting and had exactly the same thought: the researcher here seems to think that what respondents say they do and why they do it is as close to the truth of the matter as damnit!
Fact: it mostly isn't.
So please remember that segmentation is based not on what people actually do and why but on what they tell you they do and why. The respondents are "presenting" as if…
And dear researchers, could you get into the habit of being more explicit, please? "this is what this group of people tended to tell us about what they do but it's probably not quite like that at all…" etc