While surveying the market may have identified various data points, it is essential to analyse the data to extract valuable information, to help us decide on the segments that will be the most viable for our company.

In this video we will explore stage 2 of the market segmentation process.

This video is an introduction to the various aspects, however for a better understanding please check out the links from the "Additional Reading" section below and continue on your learning journey.

Note: Videos have been made with international students in mind, as such if your finding the speed of speech slow, please increase playback speed to 1.25 in YouTube.

I hope the video takes you beyond the definition & helps to make the learning process a little more tangible. Please subscribe & feel free to share.


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Video Content

0:00 - Introduction Analysis

7 Requirements for Effective Segmentation:

- Why do segments need to be Measurable?
- Why do segments need to be Substantial?
- Why do segments need to be Accessible?
- Why do segments need to be Responsive?
- Why do segments need to be Stable?
- Why do segments need to be Differentiable?
- Why do segments need to be Actionable?

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Came across a great saying:
"You are serving a customer, not a life sentence. Learn how to enjoy your work." - Laurie McIntosh

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Additional Reading:
What You Need to Know About Segmentation
https://hbr.org/2014/07/what-you-need-to-know-about-segmentation

5 Requirements for Effective Segmentation
https://commence.com/blog/2021/02/18/requirements-for-segmentation/

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School of Learning
Arnav Dutta
https://www.linkedin.com/in/arnav-dutta-a2020a44