Segmentation & targeting
Market segmentation is used to identify and size discrete groups that have unique needs and interests, distinct from other groups. Once identified, companies can decide which segments to prioritize for a given purpose and customize their offering for those unique needs.
key questions answered
What market segments exist?
What characteristics define those segments (e.g. motivations, behaviors, needs, wants, firmographics, demographics)?
What is the size of those segments?
How can you identify companies/consumers in those segments in internal/external databases? In the wild?
What are the typing tool questions you can use to identify members of a segment based on profiling questions?
Which segment(s) should you prioritize?
paradoxes approach
A priori
Index-based
Multi-variate
Segment overview example
Segmentation summary
Segment reach strategy