After mapping your competitive landscape, you've probably noticed something interesting: different competitors seem to attract different types of customers, even within the same market.

This observation is your gateway to audience segmentation - organizing your research insights to understand the distinct groups within your broader audience.

Engagement Message

Why do you think this is?

Most businesses segment by demographics: age, income, location. But here's what they miss - two 35-year-old lawyers might have completely different motivations for buying your product.

Demographics tell you who someone is. Psychographics tell you why they make decisions. Guess which one drives purchasing behavior?

Engagement Message

Which is more powerful for predicting behavior - demographics or psychographics?

Let's say you're researching fitness apps. Your research might reveal these patterns:

"Convenience seekers" want quick workouts that fit busy schedules. "Achievement hunters" crave progress tracking and personal records. Both might be 30-something professionals, but they need different messaging.

Engagement Message

Which segment would be more motivated by progress-tracking features: "Convenience seekers" or "Achievement hunters"?

Here's how to spot meaningful segments in your research data. Look for recurring themes in:

• Pain points and frustrations
• Goals and desired outcomes
• Decision-making criteria
• Preferred communication styles

When 3-4 people express similar needs using similar language, you've found a potential segment.

Engagement Message

How many people expressing similar needs suggests a potential segment?

Behavioral patterns reveal segments too. Notice how different groups interact with solutions:

Some people research extensively before buying. Others make quick, instinctive decisions. Some prefer trying free versions first. Others jump straight to premium options.

These behaviors cluster into predictable segments.

Engagement Message

Are you more of a researcher or a quick decision-maker when buying?

Don't create too many segments - you'll spread your messaging too thin. Most successful brands focus on 2-4 primary segments, with one "primary" segment getting 60-70% of attention.

Quality over quantity. Better to understand three segments deeply than seven segments superficially.

Engagement Message

Why might focusing on fewer segments be more effective than many?

Test your segments by asking: "Would each group respond differently to the same marketing message?" If yes, you have meaningful segments. If no, combine them.

Strong segments have distinct pain points, goals, and communication preferences. Weak segments blur together when you try to describe them.

Engagement Message

What's the key test for whether you have meaningful segments?

Type

Fill In The Blanks

Markdown With Blanks

Let's practice identifying meaningful segments. Complete this analysis for a meal delivery service:

Segment 1: Busy Parents

• Primary pain point: [[blank:No time]] to cook healthy meals
• Key motivation: Feed family [[blank:nutritiously]] despite hectic schedule
• Decision criteria: Speed and [[blank:family-friendly]] options

Segment 2: Health Enthusiasts

• Primary pain point: Hard to maintain [[blank:diet goals]] with takeout
• Key motivation: Stick to specific [[blank:nutrition]] targets
• Decision criteria: Ingredient quality and [[blank:customization]]

Suggested Answers

• No time
• nutritiously
• family-friendly
• diet goals
• nutrition
• customization