Market Orientation & Segmentation - Paige Arnof-Fenn

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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. 

Show Notes

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, 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 market
  • Considering who might be your ideal client
  • Ways to understand what the market wants
  • Listening tour as a way of touching base with your audience
  • How Paige helps her clients 
  • How to approach people so they don't fear being sold to when doing market research
  • Different ways to segment your market — demographic data, psychographic data, behavioural data, geographic data and life stages

LinkedIn: Paige Arnof-Fenn

View the podcast transcript here

Valuable Resources:

Brand Tuned Scorecard
Brand Tuned Accelerator