Download the workbook with the prompts here.
Among marketers there is always this suspicion that there is not “one” customer but that there are different “kind of animals” that need to be treated differently. A though that is very powerful. But it turns out its is a hard nut to crack to make it work.
I once work as a marketing director for a packaging company and global headquarters had hired McKinsey to introduced a segmentation. The resulting five core segments made perfect sense. Still it lack everything a good segmentation needs to have, like a proof for distinct needs or a mode to access and service the customers differently.
My team and I later developed a segmentation that worked much better based on the principle I will describe here. Bear with me to see what we found.
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