Build segments from what customers are trying to get done — not demographics.
Demographic segments describe; needs-based segments decide. Build cards around the job customers hire you for, what triggers the search, and what stops them — and mark every claim you can't yet prove.
Each card captures situation, job-to-be-done, trigger, barrier and proof. A card reading 'assumption' is flagged until evidence exists.
The test of a segment: can you reach it, price it and serve it differently? If not, it is a description, not a segment.
Two to four sharp segments beat nine vague ones — each must change at least one commercial decision.
Illustrative figures, not a client outcome.
From interviews and purchase data, not workshops. Ten JTBD conversations usually surface the two or three jobs that matter; surveys then size them.
Yes — the same person hires different products for different jobs. Segment the occasion, not just the person.
Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.
Segments that don't change decisions are decoration. Build ones that do.
BLEZZINGS runs this analysis inside a focused engagement — with your data, your market and a plan to act on it.