Top Market Strategy

Chapter 7

Interview Diverse Customers

Part IV demonstrates the steps of profitability segmentation using a case example about JetSpray, a fictitious brand of personal watercraft. Your first step is conducting in-depth interviews with respondents who represent the diverse demography of your customers. Interview at least seven customers, and continue until their responses become repetitive. Begin your interview by building rapport with the respondent, and continue by asking probing questions to gain insights about the respondent's psychographics and buying behavior. Encourage your respondents to reveal their personality, lifestyle, reputation, values, and media usage, as well as their relationship with your business. Listen intensely as your respondents ...