Building market segmentations
“Whilst customer segmentation systems are widespread, many fall down in that they are based around the behaviours of existing customers rather than the market as a whole. Behavioural segmentations are also flawed in that behaviours change rapidly and these systems fail to explain the motivations that drive the behaviours.”
At Business Blueprints we have developed our own approach which puts people’s values, beliefs and motivations at the heart of the segmentation model. By overlaying on to our surveys using the Values Modes™ in our Sesame™ segmentation model we are able to gain an in depth understanding of the beliefs and motivations which help explain why people behave as they do and this solution has a lifespan of years rather than months.