登录查看更多内容

How do you define your customer segments?

由人工智能和领英社区提供技术支持

Defining your customer segments is a crucial step in product innovation. It helps you understand who your target market is, what their needs and pain points are, and how you can create value for them. In this article, we will explore some methods and tools to help you identify and validate your customer segments.

此文章中的业界达人

由社区从 9 条内容中精选。了解更多

Narendra Kumar

GAICD | Managing Director | Pharma, FMCG & School Board
Gijsbertus J.J. van Wulfen

Innovation keynote speaker, Number One Thought Leader Design Thinking 2024, LinkedIn Top Voice helping you and your…
Vivek Shivaswamy

Founding Member & Head of Product @ Stealth Startup | Product & Startup Mentor | Angel Investor | IIMB | NITK |…

1 Start with assumptions

Before you can test and refine your customer segments, you need to have some initial assumptions about who they are and why they would want your product. You can use tools like personas, empathy maps, or problem scenarios to create fictional representations of your ideal customers. These tools help you empathize with your customers and define their demographics, behaviors, goals, challenges, and motivations.

添加您的观点

Narendra Kumar

GAICD | Managing Director | Pharma, FMCG & School Board
举报内容
Assumptions can help define the buyer persona or client segment. This might be based on our study, previous experience, cultural sensitivity, and #goals to be met.

已翻译

赞
Vivek Shivaswamy

Founding Member & Head of Product @ Stealth Startup | Product & Startup Mentor | Angel Investor | IIMB | NITK | LiCAP'22 | Tealfeed'22
举报内容
Writing down your hypothesis clearly is the 1st step. A well written hypothesis will include - Problem statement - Potential target customers - Detailed user persona and - User journey map of existing flow

已翻译

赞

2 Use surveys and interviews

Once you have some assumptions, you need to validate them with real data from potential customers. You can use surveys and interviews to collect feedback and insights from your target market. Surveys are useful for reaching a large number of people and gathering quantitative data, while interviews are more suitable for diving deeper into qualitative aspects and uncovering the underlying emotions and needs of your customers.

添加您的观点

Narendra Kumar

GAICD | Managing Director | Pharma, FMCG & School Board
(已编辑)
举报内容
Defining the target customer segment can be difficult without reliable market information about the consumer, competition, and the impact of internal/external factors. Focused group discussions, available market data, and a limited sample survey can help to understand the competing and complementing segments.

已翻译

赞
Vivek Shivaswamy

Founding Member & Head of Product @ Stealth Startup | Product & Startup Mentor | Angel Investor | IIMB | NITK | LiCAP'22 | Tealfeed'22
举报内容
Focus groups is another effective tool where you put together a group of people who fit the target persona and go through the same interview questionnaire for a collective and constructive feedback.

已翻译

赞

3 Segment by value proposition

After you have collected and analyzed the data from your surveys and interviews, you can start to segment your customers based on how they respond to your value proposition. Your value proposition is the unique benefit that your product offers to solve your customers' problems or satisfy their desires. You can use tools like the value proposition canvas or the jobs-to-be-done framework to map out how your product fits with your customers' needs and wants.

添加您的观点

Gijsbertus J.J. van Wulfen

Innovation keynote speaker, Number One Thought Leader Design Thinking 2024, LinkedIn Top Voice helping you and your organisation, to become amazing innovators with keynotes, workshops, and a proven innovation method.
举报内容
APPLY PSYCHOGRAPHIC instead of DEMOGRAPHIC segmentation In my experience demographic segmentation is really outdated ??. I started to segment my customers in the fmcg-sector in a PSYCHOGRAPHIC way in the 1990s. To put it in a more simple way. It’s the MINDSET which differentiates customers in most markets, as people in their 60s (like me), sometimes behave as they were 20, and people in their 20s sometimes behave like they were 60 ?????.

已翻译

赞
Narendra Kumar

GAICD | Managing Director | Pharma, FMCG & School Board
(已编辑)
举报内容
Information from surveys helps narrow down the market segment. It will also help with identifying the product and its unique value proposition to potential customers in the targeted segment. Narrowing down the options allows for more accurate goal setting, investment planning, customer satisfaction and ROI.

已翻译

赞
Vivek Shivaswamy

Founding Member & Head of Product @ Stealth Startup | Product & Startup Mentor | Angel Investor | IIMB | NITK | LiCAP'22 | Tealfeed'22
举报内容
JTBD is a highly effective yet under-utilised framework since not many understand its value. In simple terms, If your product is addressing the user’s jobs to be done in an innovative, more convenient way than the existing solutions in the market - it has higher potential to be adopted by that particular customer segment!

已翻译

赞

4 Prioritize by attractiveness

Not all customer segments are equally attractive for your product innovation. You need to prioritize the segments that have the most potential for growth, profitability, and loyalty. You can use criteria like market size, revenue potential, cost of acquisition, competitive advantage, or alignment with your vision and mission to rank your segments and focus on the ones that matter most.

添加您的观点

Vivek Shivaswamy

Founding Member & Head of Product @ Stealth Startup | Product & Startup Mentor | Angel Investor | IIMB | NITK | LiCAP'22 | Tealfeed'22
举报内容
In my opinion, the target customer segment who show all the characteristics to become your “early adopters” should be prioritised first.

已翻译

赞

5 Test and iterate

Defining your customer segments is not a one-time activity. You need to constantly test and iterate your assumptions and data as you develop and launch your product. You can use tools like experiments, prototypes, or minimum viable products (MVPs) to validate your value proposition and product-market fit with your segments. You also need to monitor and measure the feedback and behavior of your customers and adapt your product accordingly.

添加您的观点

Vivek Shivaswamy

Founding Member & Head of Product @ Stealth Startup | Product & Startup Mentor | Angel Investor | IIMB | NITK | LiCAP'22 | Tealfeed'22
举报内容
There have been multiple examples where companies have found success only after that pivoted to a different customer segment. So, it’s very crucial to test the MVP with all the identified customer segments, measure the success metrics and feedback to take a call on product-customer fit.

已翻译

赞

6 Learn from others

One of the best ways to learn how to define your customer segments is to look at how other successful product innovators have done it. You can study case studies, stories, or best practices from companies or entrepreneurs that have created products that resonate with their target markets. You can also join communities, networks, or events where you can exchange ideas and insights with other product innovators and learn from their experiences.

添加您的观点

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Product Innovation

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How do you define your customer segments?

1

2

3

4

5

6

7

1 Start with assumptions

2 Use surveys and interviews

3 Segment by value proposition

4 Prioritize by attractiveness

5 Test and iterate

6 Learn from others

7 Here’s what else to consider

Product Innovation

给文章评分

感谢您的反馈

更多Product Innovation相关文章

更多相关阅读内容

How do you define your customer segments?

1

2

3

4

5

6

7

1 Start with assumptions

2 Use surveys and interviews

3 Segment by value proposition

4 Prioritize by attractiveness

5 Test and iterate

6 Learn from others

7 Here’s what else to consider

Product Innovation

给文章评分

感谢您的反馈

查看其他技能