Customer Segmentation

Here you will learn to dedicate time, effort, and resources with your target audience in mind.
The Customer Segmentation tool helps you map and prioritize between possible customers, helping you market, sell and develop products for the best outcome.

How does it work?

You always start by brainstorming and end by creating a planner to conclude 3 key actions for the next 3-6 months.
Hourglass Orange
1. Prepare
Wildly discussing blue
2. Brainstorm
Team planning
3. Planner
Green pencil with checkmarks
4. Key Actions
Alert! Watch this Co-Creation Etiquette video with your team before you start your work session.

Mobile Guide

Open the mobile guide on your phone and play as you go through the steps of each tool.
Before you start, make sure you have:
Checkmark
Set up your Miro workboard
Checkmark
Invited your team to the workboard and tools
Checkmark
Watched the Co-Creation Etiquette video
QR code for Customer Segmentation
Scan QR code to open the guide on your phone
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Customer Segmentation slide preview

Example Company

To explain our tools, we have an example company called “The Lost Handyman”. It gives you a hint of what the final result can look like.
About
Prepare
Brainstorm
Planner
Key Actions
Red bird - human hybrid with a phone in one hand and a plunger in the other.

About The Lost Handyman

The Lost Handyman is our reference case that we use the explain our tools. As you might see in the examples it it related to practical skills.

This startup provides online help for common household problems. An app that provides unpractical people with tutorials, video chats, and onsite handyman help.

For example these problems:

  • Plumbing
  • Car problems
  • Gardening
  • Mounting things on walls

How did they fill in Prepare?

An image of a data sheet

What did they Brainstorm?

Bubbles with text in them

How did they fill in their Growth Planner?

How did they fill in their Key Actions?

An image of a data sheet

Tips & Tricks

Click to navigate through the Tips & Tricks of Customer Segmentation.
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Criteria/Values Examples

Here are some general examples of criteria and values for different businesses that might inspire you in your segmentation.
CRITERIA VALUES
ADOPTERS INNOVATOR/EARLY ADOPTER/EARLY MAJORITY/LATE MAJORITY/LAGGARD
AGE? 10-20/20-30/30-40/50-60/60-70/70+
AMOUNT OF FREE TIME NO FREE-TIME/MEDIUM/ALL THE TIME IN THE WORLD
ANIMAL LOVER? LOVES/LIKES/DISLIKES
BUDGET SIZE SMALL/MEDIUM/LARGE/HUGE
BUYING FOR SOMEONE ELSE YES/NO
CAR OWNER? YES/NO
COMMUTES BY BUS/TRAIN/METRO/CAR/BIKE/WALKING
CONSUMER CHALLENGES BAD FIT/BAD LOOK/LOW QUALITY
CUSTOMER LOYALTY HIGH/MEDIUM/LOW
CUSTOMER PERSONALITY EARLY ADOPTER/CONSERVATIVE/IN-BETWEEN
EDUCATIONAL LEVEL UNI/COLLEGE/HIGHSCHOOL/NONE
EMPLOYMENT STATUS UNEMPLOYED/WORKING/IN BETWEEN/PARTIMER/GIGGER
FAMILY STATUS SINGLE/PARTNER/MARRIED/CHILDREN/SINGLE PARENT
FITNESS LEVEL HIGH/MEDIUM/LOW
GENDER MALE/FEMALE/NON-BINARY/UNDISCLOSED
GROCERY SHOPPING AT ICA/COOP/MATHEM
HAS EXPERTISE IN AREA YES/NO
HEALTH STATUS VERY SICK/ALRIGHT/VERY HEALTHY
HOBBIES TRAVELING/SPORTS/ART/GAMING
INDEPENDENCY? HAND HOLDING/SOME HELP/NO HELP
INTERIOR DESIGN STYLE MINIMALISM/MAXIMALISM/VINTAGE
INTERNET ACCESS NONE/BAD/OK/PERFECT
INTO HOME DECORATING FUNCTION OVER FORM/DECORATING NERD
MANDATE OF BUYING DECISION HIGH/MEDIUM/LOW
MARKETS EUROPE/ASIA/NORTH AMERICA/SOUTH AMERICA/AFRICA
NEED FOR CUSTOMIZATION YES/NO
NEED OF WHITE LABELING YES/NO
NETWORK SIZE (WOM) HIGH/MEDIUM/LOW
NUMBER OF KIDS 0/1/2/3/4/5+
PERSONALITY EXTROVERT/AMBIVERT/OMNIVERT/INTROVERT
PROBLEM SOLVER TYPE DO IT MYSELF/ASK FOR HELP/PAY FOR HELP/PASSIVE
PROFESSION PROFESSIONAL SERVICES/HOSPITALITY/PRACTICAL WORK
QUALITY DEMANDS HIGH/MEDIUM/LOW
REFERENCE VALUE USED FOR MARKETING/NEVER MENTION
REGION LOCAL (STOCKHOLM)/COUNTRY WIDE/GLOBAL
RESIDENCE APARTMENT/HOUSE
ROLE IN COMPANY? CEO/MANAGER/STAFF
SHOPPING BEHAVIOUR ONLINE OR OFFLINE
SOCIAL MEDIA CHANNEL PRESENCE FACEBOOK/INSTAGRAM/LINKEDIN/PINTEREST/X/YOUTUBE/REDDIT/TIKTOK
SPONTANEOUS/PLANNED PURCHASES PLANNED/MIDDLE/IMPULSIVE
STRESS LEVEL ZEN/OK/BURN-OUT
STYLE CLASSIC/CASUAL/ANDROGYNOUS/VINTAGE/SPORTY
SUSTAINABILITY CONSCIOUS YES/NO
TECH SAVVINESS HIGH/MEDIUM/LOW
TRAVEL INTEREST HOME BODY/SOMETIMES/GLOBE TROTTER
USE CASE DINNER/LIFESTYLE/VACATION/HOME/WORK/PARTY/BEACH
WORK STATUS RETIRED/EMPLOYED/UNEMPLOYED/SELF-EMPLOYED/STUDENT
WORKING HOURS FLEXIBLE/9 TO 5/IRREGULAR/SHIFTS
CRITERIA VALUES
ADOPTERS INNOVATOR/EARLY ADOPTER/EARLY MAJORITY/LATE MAJORITY/LAGGARD
AGE? 10-20/20-30/30-40/50-60/60-70/70+
AMOUNT OF FREE TIME NO FREE-TIME/MEDIUM/ALL THE TIME IN THE WORLD
ANIMAL LOVER? LOVES/LIKES/DISLIKES
BUDGET SIZE SMALL/MEDIUM/LARGE/HUGE
BUYING FOR SOMEONE ELSE YES/NO
CAR OWNER? YES/NO
COMMUTES BY BUS/TRAIN/METRO/CAR/BIKE/WALKING
CONSUMER CHALLENGES BAD FIT/BAD LOOK/LOW QUALITY
CUSTOMER LOYALTY HIGH/MEDIUM/LOW
CUSTOMER PERSONALITY EARLY ADOPTER/CONSERVATIVE/IN-BETWEEN
EDUCATIONAL LEVEL UNI/COLLEGE/HIGHSCHOOL/NONE
EMPLOYMENT STATUS UNEMPLOYED/WORKING/IN BETWEEN/PARTIMER/GIGGER
FAMILY STATUS SINGLE/PARTNER/MARRIED/CHILDREN/SINGLE PARENT
FITNESS LEVEL HIGH/MEDIUM/LOW
GENDER MALE/FEMALE/NON-BINARY/UNDISCLOSED
GROCERY SHOPPING AT ICA/COOP/MATHEM
HAS EXPERTISE IN AREA YES/NO
HEALTH STATUS VERY SICK/ALRIGHT/VERY HEALTHY
HOBBIES TRAVELING/SPORTS/ART/GAMING
INDEPENDENCY? HAND HOLDING/SOME HELP/NO HELP
INTERIOR DESIGN STYLE MINIMALISM/MAXIMALISM/VINTAGE
INTERNET ACCESS NONE/BAD/OK/PERFECT
INTO HOME DECORATING FUNCTION OVER FORM/DECORATING NERD
MANDATE OF BUYING DECISION HIGH/MEDIUM/LOW
MARKETS EUROPE/ASIA/NORTH AMERICA/SOUTH AMERICA/AFRICA
NEED FOR CUSTOMIZATION YES/NO
NEED OF WHITE LABELING YES/NO
NETWORK SIZE (WOM) HIGH/MEDIUM/LOW
NUMBER OF KIDS 0/1/2/3/4/5+
PERSONALITY EXTROVERT/AMBIVERT/OMNIVERT/INTROVERT
PROBLEM SOLVER TYPE DO IT MYSELF/ASK FOR HELP/PAY FOR HELP/PASSIVE
PROFESSION PROFESSIONAL SERVICES/HOSPITALITY/PRACTICAL WORK
QUALITY DEMANDS HIGH/MEDIUM/LOW
REFERENCE VALUE USED FOR MARKETING/NEVER MENTION
REGION LOCAL (STOCKHOLM)/COUNTRY WIDE/GLOBAL
RESIDENCE APARTMENT/HOUSE
ROLE IN COMPANY? CEO/MANAGER/STAFF
SHOPPING BEHAVIOUR ONLINE OR OFFLINE
SOCIAL MEDIA CHANNEL PRESENCE FACEBOOK/INSTAGRAM/LINKEDIN/PINTEREST/X/YOUTUBE/REDDIT/TIKTOK
SPONTANEOUS/PLANNED PURCHASES PLANNED/MIDDLE/IMPULSIVE
STRESS LEVEL ZEN/OK/BURN-OUT
STYLE CLASSIC/CASUAL/ANDROGYNOUS/VINTAGE/SPORTY
SUSTAINABILITY CONSCIOUS YES/NO
TECH SAVVINESS HIGH/MEDIUM/LOW
TRAVEL INTEREST HOME BODY/SOMETIMES/GLOBE TROTTER
USE CASE DINNER/LIFESTYLE/VACATION/HOME/WORK/PARTY/BEACH
WORK STATUS RETIRED/EMPLOYED/UNEMPLOYED/SELF-EMPLOYED/STUDENT
WORKING HOURS FLEXIBLE/9 TO 5/IRREGULAR/SHIFTS

Well done!

Now you are ready for your second tool:
Market Players.
Market place
2.Market

Players
“From undefined market landscapes to focused business opportunities”
A lightbulb drown as a black outline
Example
Company
A mobile phone drown as a black outline
Mobile
Guide
Market placeSTART
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