3. Market Segmentation – Fixing Market Segmentation

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Jobs-based market segmentation is less of a method for collecting data than it is a method for viewing data through a new lens. Companies that successfully implement this approach answer six basic questions. The first is what progress are your customers trying to make? Specifically, what are the functional, social and emotional dimensions of the desired progress? Second, what are the circumstances of the struggle? Who, where, when and while doing what? Third, are there significant pockets of non-consumption? Fourth, can you spot workarounds and other compensating behaviors? Fifth, can you identify jobs that customers don’t want to do?  And sixth, are you observing unusual uses of existing products and services.

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