Most businesses segment by demographics. It tells you who your customers are on paper vand almost nothing about how to serve them. This builder goes deeper. Seven behavioural and emotional dimensions. One clear profile per segment. The difference between knowing who your customers are and actually understanding them.
You cannot design a great experience for someone you only know on the surface.

• Name your segment. Work through Part 1, who they are and what context shapes them. Then score each dimension in Part 2 and translate it into what it means in practice. Do one per segment. The differences between profiles will immediately show you where your experience needs to work differently.

• Moves your team beyond demographics into behavioural and emotional insight

• Reveals which segments are worth investing in and which will always be hard to retain

• Builds the customer understanding that every journey, proposition and communication decision should be based on