What Hidden Segments Exist In Your Market?

Market segmentation using personas or conjoint analysis is flawed because it fails to distinguish customers with different unmet needs. Understanding why customers buy products and services in the first place requires outcome-based segmentation that captures their desired outcome statements. Outcome-based segmentation involves analyzing the job-to-be-done and fielding a survey to understand what factors make some customers struggle more than others to get the job done. Underserved segments offer the opportunity for value creation and should be the focus of an effective market and product strategy.