Step 3: Reviewing Options to Segment Customers by Need

Over the years we have developed an extensive database covering many thousands of product and service innovations. We use this database to develop our approaches to customer segmentation by need. All customer needs come down to the needs of a human being. At the highest level, segmentation by needs looks at the customer's human needs in three categories:

  1. Physical

  2. Emotional

  3. Intellectual

Physical. We may segment customers by their physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.>> More

Emotional. Segment customers according to the personal emotional needs of the segment. These segmentations identify customers' needs for comfort and status and also the needs customers have to avoid sources of anxiety. >> More

Intellectual. Segment customers on the basis of their current knowledge and understanding of the Company and its products. These segmentations identify customer needs for more information about the product and how it works with other products. More >>

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