Customer SegmentationJun 08, 2011
On today's graphic facilitation project, my client presented customer segmentation research.
I am often asked,
"How much do you know before you begin drawing?"
On this project, I knew:
- There were six segments
- the names for each type of customer
- Color cues from their documents
Past that? I don't know.
I make sure I am well-rested, well-fed, present and focused.
I made the heads my central Anchor, my starting point. Of the 6 segments, the brown one approached the subject from a neutral vantage point. The red and orange ones with a negative perspective. The three on the right side, purple, blue and gray see the topic in a positive light.
Definitely a chart I wish I could share more about. So fascinating.
You'll see plenty of my visual thinking for client that is fully viewable, very often public programs I attend as portfolio builders. Nearly all of my client work is internal and proprietary. Thus, fuzzed out.
While I can't share the finished product, I hope the glimpse at process is useful.