As a freelancer I don’t have colleagues. I miss having colleagues. I miss the company, the friendship and the wisdom colleagues would bring. Every time I am involved in a segmentation project – whether writing a proposal, reviewing results or implementing findings I remember my friend, and one time colleague, Julie’s golden rules of segmentations.
Here are Julie’s rules with a little bit of blurb from me:
Segmentations must be Understandable
The differences between each segment should be obvious.
This means you must be able to explain the differences between all of the segments in a couple of sentences.
Segmentations must be Actionable
The segmentation has to have the potential to deliver change. If it doesn’t there is no point in investing in the work.
Segmentations must be Sizeable
This is the one where it often goes wrong. The important segments should be of a size that is sensible and fit for purpose. They should not be too big nor too small.
In practice this means you should be able to find people in each of the segments with relative ease.
