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Segmentation and Customer Profiles

Identification of different customer types, demographic and psychographic segmentation, and analysis of customer profiles (e.g., Sinus-Milieu, digital cosmopolitans).

How to Sell Insurance Services: Understanding Consumer Perceptions and Overcoming Preconceived Notions

When it comes to industries struggling with negative public perceptions, insurance and banking often top the list. From the image of the “trickster” insurance agent who avoids paying claims to the stories of bankers benefiting from bad investments, these sectors face deep-rooted stereotypes in the minds of consumers. These preconceived notions can create challenges when it comes to communication and marketing. However, not all perceptions are negative—some institutions have managed to redefine their relationships with customers through genuine and customer-centered communication.

Who Is My Customer? Understanding Profiling and Level of Involvement to Tailor Your Marketing Strategy

Knowing your customer is the key to building a marketing strategy that captures attention and turns prospects into loyal clients. But how do you really understand your audience? To do this, it’s essential to define the sociodemographic profile, understand consumption habits, needs and expectations, motivations, and potential barriers. This article will help you better understand your customers and determine their level of involvement with your product or service so that you can adjust your marketing message accordingly.

Age and Life Cycle: Understanding Key Stages to Target Your Audience

Every consumer goes through different life stages that influence their buying decisions. These stages are associated with specific needs, values, and behaviors. As a marketer, understanding where your audience is in their life cycle is essential to creating campaigns that resonate with them. This article explores the different stages of consumers’ lives, from Generation Y to Zoomers, and explains how to adapt your marketing messages for each group.

Identifying Your Customer: Understanding Personal and Psychological Factors to Sell Better

How can you truly understand your customers and tailor your marketing strategies to better meet their needs? The key lies in the ability to identify the type of consumer you are dealing with. By asking the right questions, particularly based on concepts like Maslow’s hierarchy of needs, you can discover what truly motivates your customers and adapt your messaging to maximize impact. This article will guide you through the main personal factors and psychological factors that influence consumer choices, helping you better understand their behaviors and establish a stronger connection with them.