It's Decision Time In Your Market Segmentation Process

It's decision time.

At this stage of the process, the market segmentation team has identified established a segmentation framework and objectives for the process. It has completed and presented an analysis and review of existing information about the customers or market(s) you have chosen to segment.

Now the collective knowledge, wisdom and even intuition must be brought to bear on the direction of the process.

The process can proceed in myriad directions.

Based on the demographics, psychographics, and/or behavioral characteristics of customers or markets, are any hypothetical segments emerging?

Does it make sense to develop positioning statements that might appeal to these emerging segments?

How about new product concepts?

Communications streams?

New sales, service or customer service approaches?

Considering these directions and choosing one or more avenues of approach will drive the next few steps in the process.

Potential positioning statements or new product concepts would need to be developed.

New or revised communications streams or new sales, service, or customer service approaches would need to be defined and fleshed out.

In either case, brainstorming or ideation would be a logical and viable next step.