Traditionally, segmentation has been used to enhance message targeting and conversion. When people are grouped into the most sensible demographic groups possible, it's easier to keep things organized. However, segmentation based on demographics tells us less about the customer's mindset. If the goal is to create something distinctive and meaningful, a deeper understanding of the person is necessary.

The starting point for value- and motive-based segmentation is a thinking and feeling human being. In this case, the core is to understand what a person finds valuable, what inspires them, and how they live their life. By listening, an understanding of the customer's needs, wishes, and dreams is formed. The passive recipient becomes a thinking and feeling person, just like each of us.

Good segmentation understands the differences between various people, but also their similarities. The best result is achieved by combining different criteria and levels of segmentation.

Motive-based segmentation is an effective way to break out of traditional boxes. Based on demographics alone, Riikka Purra and Maria Veitola would belong to the same segment. Both are women aged 45-55, live with their families in the capital region, and belong to the same income bracket. From the perspective of attitudes and values, however, Riikka and Maria are like oil and water.

Human-centric segmentation provides the best foundation for a compelling brand and customer experience. At 358, the starting point for design is always understanding the person. This is the key to creating acts that we want to be a part of our lives. So, if you need help with how to address your customer in a changing world, or who you could even be addressing, contact us.

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