Customer archetype segmentation
Customer segmentation is crucial for generating sales and creating meaningful solutions, but traditional segmentation methods are flawed. Quantitative surveys are unreliable, and long questionnaires do not make the research behavior-based. Instead, a behavioral-driven approach with archetypes and iterations is necessary to capture key learnings early on and de-risk the segmentation process. Typing tools and targeted digital validation further refine the segments and inform solutions.
