Psychological segmentation

Going beyond the numbers

What is a psychological segmentation?
A new way of categorizing customers
For a long time, demographics and quantifiable information were the basis for making a segmentation of your (potential) customer base. Over the last decade, psychological drivers and ‘contextual needs’ of customers are often used parameters to craft a customer segmentation, providing more insight in the ‘why’ behind the numbers.
Why is it important?
Designing for changing needs
In today’s connected world, needs, behavior and context are not static but rather constantly evolving. A psychological segmentation not only captures those needs, moreover does it allow organizations to ‘plot’ their offering and strategize which opportunities should be capitalized.
Doing user research is key
In order to create an accurate customer segmentation, we conduct (large scale) user research to uncover the most important needs we can find. We apply over 15 different research methods, depending on the goals, setup and structure of this discovery phase.
Creating future journeys
Developing a future value proposition
When we have developed a customer segmentation model, and strategically have identified which target groups to focus on, it’s time to create a ‘vision for the future‘: by using journey mapping and storyboarding, we bring future experiences to life.
The key to success

Customer segmentation and user research are the key to success in any experience design project. That’s why it’s important to invest time and energy doing it the best way.

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