Intermediate level · Module 1: Market Research · Lesson 2 of 3
Target Customers and Segments
Decide exactly who you serve best.
In this lesson you will
- Segment a market
- Describe target customers with personas
Key concepts
segmentspersonasneeds and behaviourfocus
The lesson
Segment customers by needs and behaviour, not only age or gender: busy parents, small shops buying in bulk, offices ordering weekly.
A persona describes a typical customer — needs, budget, where they buy, what they worry about.
Focus on the segments you can serve best and profitably.
Step by step
- List possible segments.
- Choose one or two.
- Write personas.
- Check against research.
Practice activity
Write personas for your target segments.
Expected result: Evidence-based personas.
Check your understanding
-
How should customers be segmented?
Show answer
By needs and behaviour.
-
What is a persona?
Show answer
A description of a typical target customer.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.