In this day and age, how do you increase the relevance of your brand or product?

Not everyone has the same needs and therefore not every product or brand is relevant to everyone. Segmentation based on functional and emotional needs shows which target group offers the most potential for your brand or product and how to convince this target group to choose you. Especially in this day and age, this is a very good thing to do.

Like much of the Netherlands, I have been working from home for quite some time, doing my small but essential part to help contain the corona virus. During my free hours spent peering over Rotterdam's Maas River, I started applying needs segmentation to the crisis. Why is it that people react in such different ways? For example, one person strictly adheres to government measures and doesn't leave the house anymore, while another still finds himself on the street every day. What underlying needs underlie this and what typifies these people?

After careful consideration, I arrived at the following segments:

• The Free Bird: This type considers freedom the most important thing in life. This person has the most difficulty conforming to measures and seeks distraction and a way to express his or her creativity.
• The Solidary Citizen: this type values solidarity and thus leads the way: we must do it together. This person encourages his or her loved ones to comply with the rules.
• The Loyal Follower: This type of person is driven by docility. Rules are there to be followed. This provides certainty. This person follows messaging closely and is primarily looking for clarity on what is expected of him or her and wants reassurance.
• The Defiant Critic: This type of person values independence and does not like to be told what to do. As a result, they are very much opposed to measures imposed from above. It is mainly the suggestions of their closest surroundings and not the government that prompts them to do their part.
• The Committed Socialite: This type of person overflows with charity and finds it important to continue to share that love. This person has the most difficulty with the loss of social connections and thus looks for other ways to experience that social connection with others.

From the government's perspective, the challenge is to convince each of these segments to follow the measures. Better understanding what message people are sensitive to and through what channels they access information will increase the likelihood that each segment will feel called to contribute. For example, the Free Bird may be more likely to be found on Instagram and other social media, and be more encouraged by creative videos and expressions to comply. The Loyal Follower mostly follows the news on official news channels and is better guided by hard facts and clear actions. The Defiant Critic, on the other hand, is less likely to be prompted by the government itself, and will absorb information primarily through Word-of-Mouth and personal stories.

Brands and products can also certainly play a role during and after the crisis to make life a little easier and more fun for different segments. From Augmented Reality solutions as an extra distraction for the Free Bird and apps to communicate more easily with each other for the Committed Socialite, to online platforms where the Solidarity Citizen can take the lead in contributing through donations or volunteering.

Of course, this is just a rough outline drawn up off the cuff for once. Normally, I always substantiate a segmentation with in-depth qualitative research into the needs that may play a role within a domain. These insights are then tested among a larger group and used to classify people into segments. We link soft and hard characteristics, so you know what each segment needs and what you can identify this segment by. This information is essential for designing your marketing and communication strategy in the best possible way.

For now, it looks like we will have to stay indoors for a while, and companies need creative solutions to still get their products out there. Needs segmentation is one of the solutions through which you can better understand your customers, and better respond to the different needs within your target audience, both in these tough times and after.

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