target customer Archives - The Insight Advantage

Win Loss Analysis Tip #107: How Many Interviews is Enough?

I’ve talked earlier about my preference for the ‘drip’ method for doing win/loss research. It’s a great way to keep your finger on the pulse of your market. At some point during the interview process, you need to decide when to stop and do reporting/analysis to share results internally with various groups who could benefit from the insights you have been [...]

Market Segmentation: The Key to Successful Marketing

I have taught The Power of Market Research at UCSC Extension Silicon Valley for over 5 years and segmentation is an important concept that I review with all of my students. Segmenting all of your potential buyers into logical/semi-homogenous groups is the first step to being able to do targeted marketing to each segment. Targeted marketing allows you to use positioning [...]