Customer segmentation offers a very limited view and understanding of your target group. The customer segmentation approach provides solid guidance for managing the limited targeting options we have across different marketing channels. It falls significantly short of expectations in guiding important branding and business strategies. To address this gap, I developed a framework that examines multiple defining characteristics that shape consumer behaviour and the motivations behind it.

Because this framework is intended to guide practical solutions, its second part maps out different levels of consumer profiling and the business decision-making areas they are meant to inform.