Customer Segmentation Survey Design
Learn how needs differ between groups.
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Design a segmentation survey. Product and market: [PRODUCT_AND_MARKET]. Hypothesized segments: [HYPOTHESES]. Sample size and channel: [SAMPLE_AND_CHANNEL]. Create 15 to 20 questions measuring needs, behaviors, attitudes, and context (rather than demographics alone): frequency and context of use, importance ratings of outcomes, current solutions, spending, attitudes toward change, constraints, and a small number of firmographic or demographic items. Provide wording, scales, and ordering that reduces fatigue. Describe the analysis: clean data; use cluster analysis on needs and behavior variables (explain at a high level with caution that it needs an analyst and that clusters are exploratory); profile each segment by size, needs, and behaviors; validate stability (split-half or repeat); and test usefulness (can the team recognize and target them?). Add a table to summarize segments and a plan to confirm them with interviews. Mention data protection and consent rules [VERIFY in [JURISDICTION]]. Include the analysis checklist with data cleaning steps, the variables to cluster on, how to name segments after the data rather than before, and the minimum segment size that makes a segment worth targeting, which I will choose.
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