Instructions

Use this matrix to evaluate and define your customer segments based on meaningful differences in needs, behaviours, or value. This helps you prioritize where to focus your marketing efforts.

How to Use:

  1. Identify potential ways to segment your audience (demographic, firmographic, behavioral, etc.).
  2. Fill in what makes each segment distinct.
  3. Score each segment on relevance, opportunity, and accessibility.
  4. Use this matrix to align campaigns, messaging, and product priorities.

Segmentation Dimensions

Dimension Examples
Demographic Age, gender, education, job title
Firmographic Company size, industry, revenue
Behavioral Usage frequency, feature adoption
Psychographic Values, beliefs, aspirations
Lifecycle Stage New user, active user, churn risk
Purchase Behaviour High-spend vs. low-spend, buying cycle

Segmentation Matrix Table

Segment Name Key Traits Motivations/Needs Pain Points Size / % of Base Strategic Relevance (High/Med/Low) Opportunity Score (1–5)

✅ Tips for Use