The strategic decision with regard to the potential user group and the respective product goal forms the basis for detailed customer analyses and for uncovering user-specific experience potentials.
Define the potential user group based on market analyses and market prognoses. Provide definitions with the help of the following categories: Region, Product Segment, Brand Image and Sigma Milieu.
Management assigns a project order to the storykeeper.
At the beginning of the project it is important to clarify how your own company as well as competitors are positioned in the market. For this purpose, benchmarking concerning the following internal and external properties is necessary:
With this method important customer-oriented improvement potentials in the various sectors are uncovered.
The next step predicts how the four categories will develop over the next few years (during a product life cycle):
Define the marginal conditions for the potential user group based on the analysis and prediction results.
The defined parameters help to localize the user group (in terms of age, purchasing power, level of education, etc.).
Potential user group (Region, Product Portfolio Segment, Brand Image, Sigma Milieu).
Ascheberg, C. (2005): Global Early Warning System for Product Positioning and Trends. Mannheim: SIGMA Institute, 2005.
Freter, H. (2008): Markt- und Kundensegmentierung - kundenorientierte Markterfassung und –bearbeitung. Stuttgart: Kohlhammer, 2008.
Esch, F.-R. (2006): Corporate Brand Management – Marken als Anker strategischer Führung von Unternehmen. Wiesbaden: Gabler, 2006.
GIK mbH & Co. KG (2013): b4p - Die SIGMA-Milieus. München: Gesellschaft für integrierte Kommunikationsforschung mbH & Co. KG, 2013.