Segment the market
Tools that help you segment the market.
12 tools
- Segmentation, Targeting, and Positioning Model (STP) — The core three-step method for splitting and targeting a market
- RFM Segmentation — Splits existing customers by recency, frequency and spend
- Customer Analysis — Grounds any segment definition in real buyer data
- Perceptual Mapping — Plots where segments sit on the attributes they care about
- Positioning Map — Shows gaps between segments competitors have left open
- Available Market — Narrows a segment to the slice you can realistically reach
- Jobs to be Done Framework (JTBD) — Segments by the job customers hire you for, not demographics
- Value Proposition Canvas — Checks a segment's jobs and pains match what you offer
- Three Tiers of Non-Customers — Finds segments hiding just outside your current customer base
- Sweet Spot — Finds where a segment's demand overlaps your real strength
- Marketing Research Mix — Combines qualitative and quantitative research to define segments properly
- Kano Model — Shows which needs differentiate one segment's satisfaction from another's