Ethnographic Focus -- Needs-Based Customer Segmentation

Effective segmentation and value proposition analysis will reveal both significant opportunity and potentially wasted efforts. Put simply, understanding the problematic lifestyle or workflow tasks that customers are trying to improve is the first step in the process.

When a customer selects a product they use metrics -- measures of benefit value -- to define what's important to them. We use a systematic four-step progression -- collecting application information as use-case scenarios, choosing segmentation variables, then clustering variables and creating consumer persona profiles.

A focused segmentation approach is proven to identify market entry points for disruptive technology, and can also help advance the development of tangible applications -- with the greatest potential for mainstream user adoption and market penetration.

GeoActive Group USA is a professional services company that specializes in cause-centric market development. Offering a unique blended methodology of strategic wisdom and tactical street smarts, we enable you to convert our research-based guidance into measurable results.

Our Digital Lifescapes blog provides commentary on the latest market research from comScore, Nielsen//Netratings, IDC, Forrester, Gartner, Yankee Group, Current Analysis, In-Stat, Parks Associates, SNL Kagan, iSuppli, ABI Research, Infonetics, Ovum, Ipsos and other leading market analysts.