“So this seems on the face of it quite an easy thing to get right, when in reality, it’s an easy thing to get wrong.” Leigh Morris
When conducting segmentation programmes, there is often a trade-off between breadth of audience and depth of understanding.
As an example, you might start with a simple premise: let’s engage with consumers who have been making purchases in our category or likely to have been thinking about this.
On paper this sounds like a straight-forward idea but raises the issue around engagement. Many consumers who buy products in your category may not give the matter much thought and have low engagement. Doubtless these low engaged people contribute a reasonable share of financial value to your category, but there are many circumstances under which a segmentation will have greater operational impact by ignoring them.
There are many circumstances in which a segmentation should ignore this low-engaged customer.