A segmentation is the first step in determining who your marketing should target. At Sunrise, we help you identify which groups exist so you can later identify which groups to target based on attractiveness, and formulate differentiating value propositions to win the target segments.
Market segmentation: A segmentation study helps you classify the market into smaller, more defined groups that share similar characteristics based on quantitative research. It allows you to get to know for instance your customers’ values and attitudes, and combined with insights into their willingness to pay, purchase intent and basket size, you can determine each segments’ value and potential, creating a common view of the customers and prospects across marketing and sales.
Persona development: We will help you create personas to better understand your prospects and customers on a more personal level. Where segmentation seeks to identify customer groups at a higher-level, personas are devised to provide a rich, qualitative understanding of motivations and behavior. For instance; what are their characteristics, needs and experiences, and what challenges and frustrations do they face? This helps you understand who they are and how you can ensure relevance and best connect with them.