Customer segmentation study to identify promising segments for a Microphysiological system (MPS) provider

Challenge:

A UK-based MPS company wanted to understand the market landscape to prioritise customer segments with the greatest need for their technology.

Solution:

We conducted customer research to understand the needs of customers and what they were trying to achieve with their work. We used this information to develop a customer segmentation framework based on a ‘jobs to be done’ approach.

We initially identified eight segments. Three of these showed similar needs and could be treated as a single group, while one segment proved to be small and challenging to reach. This helped our client to concentrate their efforts on segments with the most urgent needs where their product has the best fit. They were able to focus their marketing and refine their product to better serve these specific groups.

Insight:

Segmentation based on what customers are trying to accomplish made it clear where the opportunities were and where the product-market fit was most favourable. This approach also highlighted growth opportunities where the product could be adapted to better align with the needs of specific segments.