This week I'm joined by Professor Sara Dolnicar, a social scientist, professor at UQ Business School, TEDx speaker, and author with 25 years of research in market segmentation. We dig into why segmentation isn't just an academic exercise - it's existential for any small business trying to stop competing on price and start owning a corner of the market.
Timestamps:
- 00:02 - Strategic vs tactical marketing
- 04:27 - Red flags: when segmentation is missing
- 06:16 - The core benefit of owning a segment
- 09:05 - How to start segmentation (simple to advanced)
- 11:29 - Who to talk to: customers vs non-customers
- 17:04 - When to move from qualitative to quantitative
- 19:12 - Common mistakes in segmentation analysis
- 33:14 - Survey design pitfalls
- 40:44 - Case study: segmenting a SaaS meetings platform
- 47:13 - How often to review your segmentation
Key links:
- Professor Sara Dolnicar's page
- Free segmentation book
- Free MOOC on Market Segmentation
Benjamin Boman
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