01 · Market Research & Validation
Customer Segmentation
Stop marketing to everyone. Know exactly who you're for.
Every request is reviewed personally.
The problem
'Everyone' is not a target market.
A product for everyone is marketed to no one in particular, and it shows in the results.
- You describe your customer in broad terms: 'busy parents', 'small businesses', 'people who like the outdoors'.
- Your marketing message has to work for very different people, so it works for none of them.
- You don't know which group to go after first.
Fit
Who we consider for Customer Segmentation
For businesses and entrepreneurs who need to know who their customers really are before they design, price or market to them.
Who this is for
- You're launching and need to decide who to target first.
- You sell already, but your marketing speaks to everyone and converts few.
- You want personas your designers, writers and sales team can actually use.
Not for you yet
- You first need to know whether the market is worth entering. See Market Research
- You know your segments and need campaigns built for them. See Marketing Management
What Customer Segmentation includes
Customer Segmentation identifies and categorizes the different customer groups within your target market, so you can tailor your offering and your marketing to each group's needs and preferences.
What's included
- Identification of key customer segments within the target market
- Analysis of customer demographics, behaviors and preferences
- Development of customer personas
What you receive
- Customer segmentation report
- Detailed customer personas and insights for targeted marketing
Also in Market Research & Validation: Market Research · Competitor Research · Upfront Cost Estimation
How it works
How it works
Every engagement is scoped to what you need, on its own or combined with other services into one program. When a project needs outside expertise, such as specialized testing and certification labs, marketing or creative agencies, or logistics and packaging suppliers, we manage those vendors and specialists for you.
Tell us what you need
Share your project and where it stands today. A line or two is plenty.
Initial consultation
If there's a fit, we talk through your goals, constraints, timing and budget, candidly.
Tailored proposal
A proposal scoped to what you need: what we'll do and what it takes.
Dedicated partnership
A project manager and our network of strategic partners carry the work forward with you.
FAQ
Questions, answered plainly
What is a customer persona?
A written profile of a typical customer in a segment: who they are, what they need, how they decide and where they shop. It gives everyone who touches your product the same picture of the person they're serving.
How many segments will I end up with?
As many as your market genuinely has, which is usually a small number. The point is to find the groups that matter and understand them well, not to slice the market into dozens of pieces.
Is this based on data or opinion?
Demographics, behavior and preferences drawn from research, not assumptions. Where you already have customer or sales data, we use it.
Will this change my product?
It may. Knowing who you're for often sharpens what the product should be, how it's packaged and how it's priced. Better to learn that before production than after.
What does it cost?
Every engagement is scoped to what you need, so we price it in a proposal after we have reviewed your request. We'll be candid about budget and fit from the first conversation.
What happens after I submit?
Every request is reviewed personally, and we'll be in touch about next steps.
Request to be considered
Ready to be considered?
Tell us about your business and who you think your customers are. We review every request personally.
Service request form
Tell us about your customers
About one minute. Tell us what you need and we'll take a look. Interested in: Customer Segmentation.