Segmentation is a 20th century way of thinking:
Meet the Unifying Property approach: a way to define the people you really need
As an example, let’s take a Beer Brand. The traditional approach for them would be to try to target a “profile” such as “beer drinkers: male, 21-42 years old, football fan, visits sports websites”; instead, the Unifying Property approach indicates: if you need “beer drinkers” then let’s find beer drinkers; nowadays you don’t really need “proxies” for that.
- A Unifying Property for an online English learning service may be “people interested in learning English in the next year”.
- A Unifying Property for a political party may be “people who are going to vote in upcoming elections”.
- A Unifying Property for a pharma company may be “people affected by diabetes”.
You just have to provide a brief description of your market or the specific problem you’re trying to solve, and we’ll define the right Unifying Property for it.