Target Audience · Segmentation · Component
The consequence test
What is done differently for each segment, without which the segment is not real.
The deliverable
What it is
The test is simple and rarely applied: name what the organisation does differently for each segment. Where the answer is nothing, the division exists on a slide.
Applying it usually collapses a twelve-segment model into four, which is an improvement that feels like a loss.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The differences
What is actually done differently.
3 attributes: Difference type · What differs · In place
LearnThe merges
Segments treated identically that should be combined.
3 attributes: Segments · Reason · Merged
LearnThe cost
What treating a segment separately costs.
3 attributes: Cost of separate treatment · Incremental value · Worth it
Learn
Applying this test usually collapses twelve segments into four. That is an improvement, though it feels like a loss.
The other components in segmentation
The segments
The divisions themselves, with what defines membership — few enough to be acted on rather than merely described.
LearnThe basis
What the division is built on, and why that predicts behaviour — because demographic divisions are easy to obtain and rarely predict anything.
Learn