Customer segmentation

Classical segmentation builds upon client history (sales, frequency etc.) or demographic data (age, gender, income etc.) – because these are easy to collect. The hidden – and misleading – assumption of this classical approach is that clients with the same demographics would also have the same motives, needs, reasons and convictions or values – in short – the same lifeworld that influences their decision.

In contrast, STORYlistening® allows for segmentation alongside these lifeworlds, and clusters customers according to similar patterns of behaviour, similar convictions, values, experiences and identical decision drivers.

Thus STORYlistening® allows for “designing to lifeworld patterns” i.e. your Marketing, product development, sales strategy, communication etc. profit from deep insights into the client’s world – tailor made solutions for each profile are possible now ! The advantages for both cost and success are obvious.