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Customer segmentation – revisited

August 6, 2020 | Posted in: Articles & News, Marketing pow wow
Customer segmentation
Photo by Mathieu Stern on Unsplash

My article about my customer experience with Mazda got me thinking about the psychographic component of targeting customers. Take a look at this article I wrote many years ago that describes what customer segmentation is all about. To delve a bit deeper into the psychographic part of defining a customer audience, I think these 5 questions below are key to uncovering the most influential psychographic factors at play with a particular audience: 

  1. What attitude and values do your customers most have in common? (explains what is important to them)
  2. What are their top three goals? (this will give clues about what can motivate them)
  3. What is the number one interest that they have in common? (this will help identify what will grab or hold their attention)
  4. What is their most likely lifestage (and lifestyle)? (often these will go hand in hand, however, they help you figure out how to get hold of them and connect with them)
  5. What media do they consume? (following on from lifestage/style, this determines how you can get in front of them – if they don’t watch tv but are glued to social media, air time on tv is likely to be wasted, reaching audiences who are not your target)
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