Outcome-Based Segmentation

In nearly all markets, there are segments of customers with different unmet needs. Traditionally, companies attempt to discover these segments by segmenting markets around demographic, psychographic or behavioral data.

In this white paper, Strategyn’s founder Tony Ulwick explains why traditional segmentation methods reveal phantom segments and how companies can segment their markets around unmet customer desired outcomes to reveal hidden segments of opportunity. This approach to segmentation has resulted in hundreds of product successes.