We are often held back from needed segment analysis by the fact that we cannot build segments out of people who have NOT done things.
For example, I want a segment for people who's page views have NEVER included "Sports" to compare their behavior with Sports fans. Or people who have never made a purchase, or never came to us from Google. The list goes on and on.
We have Equals, Contains, Contains All of, Contains at least one of, and unspecified.
In addition we need to have "Not Equals" and "Does NOT Contain"