This week I’m joined by Professor Sara Dolnicar, a social scientist, professor at UQ Business School, TEDx speaker, and author with 25 years of research in market segmentation. We dig into why segmentation isn’t just an academic exercise – it’s existential for any small business trying to stop competing on price and start owning a corner of the market.
Timestamps:
- 00:02 – Strategic vs tactical marketing
- 04:27 – Red flags: when segmentation is missing
- 06:16 – The core benefit of owning a segment
- 09:05 – How to start segmentation (simple to advanced)
- 11:29 – Who to talk to: customers vs non-customers
- 17:04 – When to move from qualitative to quantitative
- 19:12 – Common mistakes in segmentation analysis
- 33:14 – Survey design pitfalls
- 40:44 – Case study: segmenting a SaaS meetings platform
- 47:13 – How often to review your segmentation
Key links:
- Professor Sara Dolnicar’s page
- Free segmentation book
- Free MOOC on Market Segmentation