Market segmentation divides a heterogeneous market into groups that differ meaningfully in needs, behaviour, value or response. A defensible solution must be measurable, stable enough to use, identifiable in practice and linked to different actions.
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Segmentation and customer profiling
Approaches for dividing markets into meaningfully different groups and turning those groups into usable targeting and activation systems.
Cluster overview
Approaches for dividing markets into meaningfully different groups and turning those groups into usable targeting and activation systems.
Which differences matter commercially? Are segments stable and identifiable? Can teams activate them in channels and CRM?
Customer segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Consumer segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Behavioural segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Attitudinal segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Demographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Psychographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Needs-based segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Value-based segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Occasion-based segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Benefit segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Lifecycle segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Loyalty segmentation is a measure used within segmentation and customer profiling to summarise a defined behaviour, perception or relationship. It becomes decision-useful only when the numerator, denominator, population, time window and interpretation are stated clearly.
Profitability segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Digital-behaviour segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Geographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Firmographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Technographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
B2B segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Account segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Channel-partner segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Shopper segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Patient segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Citizen segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Persona development is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Data-driven personas is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Research-based personas is a research approach within segmentation and customer profiling used to reduce uncertainty around which differences matter commercially? The design should connect the business question, target population, evidence source, analysis and decision rule.
Buyer personas versus market segments is a decision comparison between Buyer personas and market segments. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Customer profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Ideal customer profile is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
High-value customer profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Early-adopter profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Defector profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Lapsed-customer profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Competitor-user profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment sizing is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment attractiveness is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment accessibility is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment stability is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment actionability is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment differentiation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment naming is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Golden questions for segment classification is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Typing tools is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment assignment algorithms is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment migration is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Dynamic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Microsegmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Hyper-personalisation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
AI-assisted segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Ethical risks of algorithmic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
When segmentation fails is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
How many segments should a market have is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Qualitative versus quantitative segmentation is a decision comparison between Qualitative and quantitative segmentation. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Segmentation validation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segmentation implementation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Segment activation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Linking segmentation with CRM data is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Linking survey and transactional data is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Browse linked entries
Market segmentation
Market segmentation divides a heterogeneous market into groups that differ meaningfully in needs, behaviour, value or response. A defensible solution must be measurable, stable enough to use, identifiable in practice and linked to different actions.
Open entryCustomer segmentation
Customer segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryConsumer segmentation
Consumer segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryBehavioural segmentation
Behavioural segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryAttitudinal segmentation
Attitudinal segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDemographic segmentation
Demographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPsychographic segmentation
Psychographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryNeeds-based segmentation
Needs-based segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryValue-based segmentation
Value-based segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryOccasion-based segmentation
Occasion-based segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryBenefit segmentation
Benefit segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLifecycle segmentation
Lifecycle segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLoyalty segmentation
Loyalty segmentation is a measure used within segmentation and customer profiling to summarise a defined behaviour, perception or relationship. It becomes decision-useful only when the numerator, denominator, population, time window and interpretation are stated clearly.
Open entryProfitability segmentation
Profitability segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDigital-behaviour segmentation
Digital-behaviour segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryGeographic segmentation
Geographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryFirmographic segmentation
Firmographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryTechnographic segmentation
Technographic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryB2B segmentation
B2B segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryAccount segmentation
Account segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryChannel-partner segmentation
Channel-partner segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryShopper segmentation
Shopper segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPatient segmentation
Patient segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCitizen segmentation
Citizen segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPersona development
Persona development is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryData-driven personas
Data-driven personas is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryResearch-based personas
Research-based personas is a research approach within segmentation and customer profiling used to reduce uncertainty around which differences matter commercially? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryBuyer personas versus market segments
Buyer personas versus market segments is a decision comparison between Buyer personas and market segments. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entryCustomer profiling
Customer profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryIdeal customer profile
Ideal customer profile is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryHigh-value customer profiling
High-value customer profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryEarly-adopter profiling
Early-adopter profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDefector profiling
Defector profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLapsed-customer profiling
Lapsed-customer profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCompetitor-user profiling
Competitor-user profiling is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment sizing
Segment sizing is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment attractiveness
Segment attractiveness is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment accessibility
Segment accessibility is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment stability
Segment stability is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment actionability
Segment actionability is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment differentiation
Segment differentiation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment naming
Segment naming is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryGolden questions for segment classification
Golden questions for segment classification is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryTyping tools
Typing tools is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment assignment algorithms
Segment assignment algorithms is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment migration
Segment migration is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDynamic segmentation
Dynamic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryMicrosegmentation
Microsegmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryHyper-personalisation
Hyper-personalisation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryAI-assisted segmentation
AI-assisted segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryEthical risks of algorithmic segmentation
Ethical risks of algorithmic segmentation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryWhen segmentation fails
When segmentation fails is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryHow many segments should a market have
How many segments should a market have is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryQualitative versus quantitative segmentation
Qualitative versus quantitative segmentation is a decision comparison between Qualitative and quantitative segmentation. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entrySegmentation validation
Segmentation validation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegmentation implementation
Segmentation implementation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySegment activation
Segment activation is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLinking segmentation with CRM data
Linking segmentation with CRM data is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLinking survey and transactional data
Linking survey and transactional data is a concept within segmentation and customer profiling that helps organise evidence around which differences matter commercially? It should be defined operationally so different teams measure and interpret it consistently.
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