Using behaviors to drive data-driven marketing, from Customer Think.
The saying “actions speak louder than words” has never been more true than when it comes to segmentation. In trying to understand customers, both words and actions have a role; when it comes to driving revenue, it is all about the actions.
Are you in danger of confusing attitudes for actions?
Many companies face this problem when it comes to segmentation. They conduct research on consumer attitudes and beliefs, with the goal of “better understanding their customers.” That attitudinal research is then grouped into segments with commonalities in attitudes about the category or just in general. Finally, those groups are described as personas, and the company fills the walls with those picture in an effort to make the company more “customer centric.”