How to Conduct Customer Segmentation


The purpose of performing customer segmentation analytics is to examine the people who are most likely to show interest and purchase your products and services. Brands can identify and group the customers according to their needs and preferences. Understanding the motives of consumers behind purchasing different products, brands are able to build their businesses around providing suitable solutions to the customer’s needs.

Identify Your Customers

There are a variety of ways to identify your potential customers and various research methods can help you achieve the best results possible. It is crucial that you gather all the information that is available, without considering any information to be irrelevant. Details such as gender, age, demographics, psychographics, and location, all are important, and so are your customer’s interests, other brands and products they like, and so on. Run survey, talk to them about their needs and preferences to get an in-depth knowledge. If you are in healthcare industry, managed care consulting firms can help you identify your target audience.

Segment These Groups

An accurate customer analytics cannot be possible without first segmenting your customers into groups of homogeneous members, who are at the same time distinct from the members of other groups. Your customer segmentation criteria must be measurable, distinguishable, financial, substantial, and accessible.

Develop Customer Profiles

With your data, segmentation criteria, and some educated guesswork, move on to develop some customer profiles. With customer profiles you can better visualize a person rather than targeting for some abstract idea. Elements that must be included in your customer profiles includes background and responsibilities, demographics, communication, media and influencers, objections, common language, and challenges.

With these information on hand, you can get an idea of what the customer needs and then build your business around those customer-needs.

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