This PPT slide, part of the 47-slide Customer Segmentation PowerPoint presentation, outlines a structured approach to customer segmentation, emphasizing a needs-based methodology. It begins with the creation of a comprehensive needs list, which serves as the foundation for identifying both customer and non-customer requirements. This process involves gathering insights through focus groups or unprompted customer feedback, ensuring a thorough understanding of potential needs.

Following the needs identification, the next step is data collection. This involves engaging a representative sample of both customers and non-customers. A carefully crafted set of questions is employed to assess their needs regarding specific products or services. This step is crucial for obtaining actionable insights that reflect the true desires and pain points of the target audience.

The final phase involves conducting factor or cluster analysis to categorize the gathered data into distinct statistical segments. This analytical approach allows for the grouping of customers and non-customers based on their responses to key variables that influence purchasing behavior. The outcome of this segmentation process is a clearer picture of the market, enabling tailored strategies that resonate with different customer groups.

The slide effectively communicates a systematic method for understanding customer dynamics, which can lead to more informed decision-making and targeted marketing strategies. By following these steps, organizations can enhance their ability to meet customer needs and improve overall engagement. This framework is particularly valuable for businesses looking to refine their market strategies and optimize resource allocation.

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