Segmentation Procedure

The 3 basics steps of customer segmentation

  • Step 1: Group consumers according to their “needs”, “benefits” they seek from the product and occasions they use the product.
  • Step 2: Do a persona analysis. Identify a typical consumer from each segment based on demographics (age, gender, location) and lifestyles (hobbies, spending habits, media use, etc.).
  • Step 3: Asses the attractiveness of each segment

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