6 ms·
This example is always cited as different from the "demographics" approach. But it literally started by segmenting the buyers, and then focussing on a previousl
by JohnCClarke 7mo ago
This example is always cited as different from the "demographics" approach. But it literally started by segmenting the buyers, and then focussing on a previously unrecognised demographic sector (car commuters).
Clay Christensen is smart, and one of the many things he is smart about is marketing Clay Christensen.
- getnormality 7mo agoHow is "car commuters" a demographic segment? Does the word "demography" mean anything? Is "people who like to buy milkshakes" a demographic segment too?
- pwatsonwailes 7mo agoGood segmentation is mostly not by demography nowadays. At best, demographics are a correlative element to something more fundamental, usually economic, behavioural or psychographic.
- pfdietz 7mo ago> Clay Christensen is smart Not anymore. He died in 2020.
- CGMthrowaway 7mo agoMarketers would call your car commuter segment an "occasion." Perhaps more than finding new demographic segments (age/race/income/etc), food bev & QSR look for novel "occasions" like car snack, desk grazing, pre/post-workout, airport indulgence, social apertif, etc to drive sales growth (One might also think of "functional foods," "mood boosters" etc which are neither an occasion nor a demographic. Perhaps these in particular are closer to a true JTBD)