Selection of characteristics for segmentation

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For each market segment, it is necessary to identify the most typical and striking representative.

To create a client portrait, we determine the characteristics that will help describe him: age, gender, level of education, geographic location, interests, values, problems, income fast food email list level, family, lifestyle, habits.

Let's take a consumer who is planning to buy a laptop as an example. For our hero, we define the following characteristics: geographic location, age and gender, level of education, profession, motivation, habits, values, interests, problems, marital status, reasons for purchase, average bill.

Each of these criteria allows us to improve our promotion channels and create a unique offer that will be ideal for our target audience.

Step 3. Communication with clients
Working on a client portrait involves compiling a list of questions that we will ask users. It is important that each question is aimed at collecting information related to a specific group of human characteristics.

This can be done in various ways: in mailings, in personal conversations with clients, in surveys on the website, in social networks or through advertisements. For a more in-depth analysis of the answers received, it is recommended to involve a specialist in psychology. This will allow you to create a psychological portrait of the user, understand his values ​​and emotions.

Step 3. Communication with clients

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To encourage consumers to take a survey, you can offer them a discount or create a personalized selection of laptops that match their interests.

Note: If you are unable to obtain the necessary data, we recommend conducting a detailed telephone interview. Ask customers to answer a few questions.

Stage 4. Creating a client portrait template
Based on the questionnaires, we identify similar answers and form a single image for each group of clients. For this, you can use special tools or a regular text document.

It is important to regularly review the example of a typical customer portrait, as new ones with different needs appear. In addition, if your company is developing, then the product must also develop, and you need to look for other segments of the target audience.