Do you segment your customers mainly based on their age, gender, location or education without actually involving your customers? Well, you might get more accurate results by tossing a dice and assigning your customers into random segments. Let’s see why.
If your customer segments are based on demographic and socio-economic factors then you might get lucky and happen to find correlations that overlap with your actual customer segments. However, you are gambling on getting, at best, non-optimal results. You assume that people who look similar from outside behave in similar ways. However, we have a lot of contrasting evidence from many projects where these people think differently.
For example, educated older women in Madrid have different values, life stories, childhoods and interests. Your business decisions based on potentially non-existing customer segments can have a negative return on investment and effort. You have to look people from inside to identify useful customer segments. This is where Hellon’s Human-Centric Segmentation steps in.