Segmentation checklist
- Develop a library of target -customers scenarios. Keep adding to it.
- Analyse these scenarios into customer and application types, building a spreadsheet in which there is a new row for each new customer and an new column for each new client.
- Use the scenarios as a guide, rate the compelling reason to buy at each customer-application intersection.
- Define potential market segments around areas of the spreadsheet where there is at least one must have rating accompanied by a cluster of should- haves, either in the same row (same customer)or same column (same application).
- Apply traditional macro-and micro-level market research techniques to evaluating each of these candidate market segments
- Use market research to impose a final priority on the candidate segments, producing a hot-target list.