How to do user segmentation with surveys
UX Research
Maria Correa
Jul 17, 2024
Segmentation leads to better communication, this is in instants that you understand your audience, and you create targeted messages that speak directly to their needs and desires. This results in higher engagement, better conversion rates, and ultimately, a stronger brand connection.
Instead of a generic marketing campaign, you can design a targeted one that speak directly to specific groups of customers. Isn’t it the perfect strategy to improve your more important KPIs like Increased sales, happier customers, and a brand that feels like it truly understands you? So..
How does user segmentation with surveys work?
Let's break it down.
Think of user segmentation as sorting your customers into different folders based on what they have in common. These commonalities could be demographics (age, location), interests (hobbies, passions), behaviors (how they use your product), or even personality traits (adventurous, practical).
I know here you are asking yourself, and how do I get to that information? Well, one of the preferred tools to do it is using surveys to ask directly to your customers. Genial, right? .. After that, you can analyze the data that finally result in your final segmentation.
Sounds simple, but let’s deep dive:
The Power of the Question
Surveys are your ally for uncovering the all kind of information hidden within your customer base. By asking the right questions, you can identify the characteristics that define your different user segments.
Before giving you some examples, let’s start with the question types:
Multiple Choice: Offer a set of predefined answers for customers to choose from (e.g., "What is your age range?").
Likert Scale: Gauge customer sentiment on a scale (e.g., "How satisfied are you with our product?").
Open-ended: Allow customers to express themselves in their own words (e.g., "What are your biggest challenges when using our app?").
As we always tell you, here are some tips to take into account when creating your questionnaire:
Keep it concise and clear. Avoid jargon and overly complex questions.
Focus on actionable insights. Ask questions that will help you understand customer needs and behaviors.
Balance closed-ended and open-ended questions. Get specific data and allow for in-depth responses.
Question Examples
Now let’s continue with the examples, here are some questions examples by segmentions that you can use for your next user segmentation strategy.
Demographic Segmentation: "What is your age range?" "What is your occupation?"
Geographic Segmentation: "What is your zip code?" "In which country do you live?"
Behavioral Segmentation: "How often do you use our product?" "What features do you find most valuable?"
Psychographic Segmentation: "What motivates you to purchase a product?" "What are your biggest lifestyle priorities?"
Technographic Segmentation: "What type of device do you use most often?" "Do you use social media regularly?"
Understanding Your Data
Once you've collected your survey responses, it's time to analyze the data. Look for patterns and trends that emerge. These patterns will help you identify distinct customer segments.
Here's how to approach data analysis:
Identify patterns and trends. Look for recurring themes in the responses. Do certain age groups use specific features more? Do customers in a particular location share similar challenges?
Use data visualization tools. Charts and graphs can help you see patterns more easily.
Segmenting tools can help. Many survey platforms offer built-in segmentation features to automate the process.
By analyzing your data effectively, you'll identify distinct customer segments, each with its unique characteristics.
Creating a Winning Strategy
With your segments defined, it's time to craft a targeted marketing strategy. Think of the STP approach: Segmentation, Targeting, and Positioning.
1️⃣ Segmentation: Divide your market into specific groups based on shared characteristics.
Examples for characteristics:
Demographic: Age, gender, income, education.
Example:
Age: Children, teenagers, adults, seniors
Gender: Men, women
Income: Low, medium, high
Education level: Primary, secondary, higher
Geographic: Region, country, city, climate.
Example:
Country: France, Germany, United States
City: Paris, Berlin, New York
Climate: Tropical, temperate, arid
Psychographic: Values, interests, opinions.
Example:
Values: Ecology, tradition, innovation
Interests: Sports, art, technology
Opinions: Political, social, cultural
Behavioral: Buying habits, brand loyalty, product use.
Example:
Buying habits: Frequent purchases, occasional purchases
Brand loyalty: Loyal, switchers
Product use: Heavy use, moderate use, light use
These characteristics will give rise to one or more categories of individuals. They will then enable you to implement targeted actions to best suit your audience.
2️⃣ Targeting: Choose which customer segments you want to focus on. Who is most likely to convert or be profitable?
Growth Potential: Which segments offer the most room for future expansion?
Profitability: Which segments are most likely to convert or spend more?
Alignment with your Brand: Which segments best fit your brand image and values?
3️⃣ Positioning: Create messages and branding that resonate with your target audience. Highlight features and benefits that cater to their specific needs and preferences. Here's how:
Highlight features and benefits that match their specific needs and preferences. For example, if targeting budget-conscious customers, emphasize your product's affordability.
Write your message in the communication channels they frequent. Use social media to attract a new audience and email marketing for more qualification. Don't forget to determine the profile of your audience on each network, so you can create a persona for each one. For example, if your business is with single-family home owners, collect data on age, profession, location and any other information that will help you refine your persona.
Design visuals that resonate with their interests and aspirations.
Told Tip: To improve your segmentation strategy in the future you can create a your user persona by groups. In this guide we help you **How to build user persona with data.**
Conclusion
Surveys are your allies in gathering information from your users:
Segment your customers and understand their needs.
Target your marketing efforts for maximum impact.
Test a market for product development.
Evaluate your communication channels and their impact.
Whatever the size of your business, segmenting users through surveys can be a game-changer. You'll better understand who your customers are, what motivates them and how you can serve them better. The result? A more engaged audience and a better understanding of their needs. This data can help your marketing and sales departments to define a more relevant roadmap with greater impact.
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Ready to take the plunge? Start creating your surveys today and harness the power of user segmentation with told.club! Remember, a targeted approach is always more effective than a generic cry in a vacuum.
