Wiebke Eberhardt, Chantal Hoet, Elisabeth Brüggen and Thomas Post won the MOA Wetenschapsprijs 2016, the science award of the Dutch Market Research Association. The article discusses how marketers can obtain richer insights by combining data sources, which results in better segmentation models. The authors present the Retirement Belief Model, which is developed to identify what factors influence whether participants seek information about their pensions. The jury was enthusiastic about how the authors combined various data sources and praises the use of the advanced Finite Mixture Model Segmentation in the article. In this way, the authors found three different segments that are relevant to practice, which differ in the variables that influence the choice to obtain information about pensions. Read more.