What Hidden Segments Exist In Your Market?

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.

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More Innovation Resources:

The First Ever Innovator Profile Study: Who We Are (And Why We Can't Do It Alone)

The First Ever Innovator Profile Study: Who We Are (And Why We Can't Do It Alone)

A global research project using the FourSight Thinking Profile revealed that corporate innovators prefer ideation and implementation. The challenge is collaborating with those who prefer conformity and detail-driven rigor.

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So You Think You Can Innovate?

So You Think You Can Innovate?

The impact of digitalization has caused considerable upheaval in the marketing mix, with changes in product, place, promotion, price, and personnel.

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Innovation Soft Power - and the expeditious path

Innovation Soft Power - and the expeditious path

Innovation is a collective effort that requires creativity and team engagement. Follow a three-step process to design your innovation venture.

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