How to Segment Customers
Posted: Thu Feb 13, 2025 5:43 am
Ideally, such CustDev research should be conducted before the launch of each new product, as it shows whether there will be demand from the audience. The high cost of the research will pay off due to the reduced risks. After all, if you launch a product or service without testing, the business may lose money.
There are many sources of knowledge about potential customers: all but research are free
It is not enough to simply select the characteristics of the target audience and collect information on them, you also need to systematize this data. Here are the main methods that help analyze and segment customers: a comprehensive approach, the 5W method, product-based analysis, market-based analysis, and the Jobs to be done method. Let's look at them in more detail.
Integrated approach
In this case, the company itself chooses the features by which it will analyze vietnam phone number list the target audience. The most important thing is to include in the list a point about the client's task or pain. After all, a person buys building materials not because he is 25 to 45 years old and lives in Moscow, but because he is currently doing repairs or building a house.
In the example with the flower shop, it is convenient to segment customers by the reason for the purchase:
Young people buy flowers spontaneously to please a new girlfriend.
Family men usually give them on certain dates - on birthdays or on March 8th.
Mothers with children buy bouquets for September 1st and so on.
In addition to the client's task and pain, segmentation must include criteria by which people make a choice - what is important to them, what they pay attention to. For some, price is a priority, for others, speed or design.
5W Method
The 5W method or Sherrington method is a simplified version of complex segmentation, where you answer five basic questions about the behavior of your target audience:
There are many sources of knowledge about potential customers: all but research are free
It is not enough to simply select the characteristics of the target audience and collect information on them, you also need to systematize this data. Here are the main methods that help analyze and segment customers: a comprehensive approach, the 5W method, product-based analysis, market-based analysis, and the Jobs to be done method. Let's look at them in more detail.
Integrated approach
In this case, the company itself chooses the features by which it will analyze vietnam phone number list the target audience. The most important thing is to include in the list a point about the client's task or pain. After all, a person buys building materials not because he is 25 to 45 years old and lives in Moscow, but because he is currently doing repairs or building a house.
In the example with the flower shop, it is convenient to segment customers by the reason for the purchase:
Young people buy flowers spontaneously to please a new girlfriend.
Family men usually give them on certain dates - on birthdays or on March 8th.
Mothers with children buy bouquets for September 1st and so on.
In addition to the client's task and pain, segmentation must include criteria by which people make a choice - what is important to them, what they pay attention to. For some, price is a priority, for others, speed or design.
5W Method
The 5W method or Sherrington method is a simplified version of complex segmentation, where you answer five basic questions about the behavior of your target audience: