Segmentation is a handy strategy for targeting customers in an existing market. You identify a large market, then cut it up into smaller slices according to categories such as GEOGRAPHY (regions, countries, cities), DEMOGRAPHICS (age, gender, occupation, education, income), PSYCHO-GRAPHICS (activities, interests, opinions), BEHAVIOR (product usage, familiarity, loyalty), or BENEFIT PREFERENCE (one segment per preference). Then you target each chunk with a different offering. Divide and conquer.

But how do you segment a market that doesn’t exist yet? Or a quickly changing market where customers are moving targets? ...

Get The Brand Flip: Why customers now run companies and how to profit from it now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.