Market Orientation & Segmentation - Paige Arnof-Fenn

Paige returns to the podcast to discuss how smaller businesses and start-ups can do research to see their business from the point of view of the customer, before segmenting the market. Before founding Mavens and Moguls, a network of seasoned marketing professionals, she worked in organisations like Procter & Gamble, and Coca Cola, as well as for early stage businesses like Zipcar, Inc.com and Launch Media. She holds an MBA from Harvard Business School and Harvard featured her business as a case to teach MBA students how to start a successful business. In this episode, Paige shares some strategies for better understanding the customer you want to serve, in terms of what motivates them to buy. We cover:Some online methods to understand the marketConsidering who might be your ideal clientWays to understand what the market wantsListening tour as a way of touching base with your audienceHow Paige helps her clients How to approach people so they don't fear being sold to when doing market researchDifferent ways to segment your market — demographic data, psychographic data, behavioural data, geographic data and life stagesLinkedIn: Paige Arnof-Fennmavensandmoguls.comValuable Resources:Brand Tuned AccreditationBrand Tuned Newsletterwww.brandtuned.com