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Proposed Experiment

[Proposed Experiment for January] Fuel Fiji December 2018 - Customer Archetypes

by
Haziq Ahmed
+1
Haziq Ahmed | 2 months ago | in Sustainable Fuel Consulting

Lean Phase: Customer segmentation


 


Assumption: Testing 6 assumptions with the same success metrics and experiment builds.


 



  1. The preference for firewood as cooking fuels presents as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from rural and coastal villages, predominantly female, Native Fijian populations and mothers.




  2. The preference for portability for everyday functionality presents as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from rural and coastal villages, male, occupation in the agricultural sector, with an age range between 30-45.




  3. Those who express lower cost due to the use of firewood as a fuel and the efficiency in the use of the amount of firewood as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from rural villages, male, Native Fijian, limited economic resources.




  4. Those who express convenience as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being returning customers, female, aged 20-40, mothers, occupations in the tourist industry, largely located in urban and coastal environments.




  5. Those who express health and safety as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being male, 30-40 years of age, educated and fathers




  6. The preference for recreational use presents as the dominant motive for stove purchase to a segment of our customers. This segment of customers may be identified by the commonality of being from coastal villages, male with an age range between 30-40 and of middle-class socioeconomic status.



 


Time Box: 3 weeks


 


Success Metric: Empathising with a minimum of 25 people that highlight one of the 6 motives for purchase will provide the data necessary to validate this assumption.


 


Green Light Point - 75% of respondents identify as being from either rural or coastal villages and identify with one of the six assumptions listed above.


 


Green Light Proceed - At this point the next move would be to identify the most effective methods to market to these people highlighting the motive of purchase as a major value proposition.


 


Orange Light Point - 40% - 75% people respondents identify being from either rural or coastal villages and identify with one of the six assumptions listed above.


 


Orange Light Optimise - At this point a readjustment of the demographic, geographic and psychographic features that define customers within this archetype is necessary.


 


Failure Point - 40% people or less respond as being from either rural or coastal villages and identify with one of the six assumptions listed above.


 


Red Light Failure - A reassessment of whether the division of customer segments based on motive is an appropriate method of segmentation.


 


Experiment build: Data may be gathered through a form titled 181204 Customer archetypes 01 DM. This form allows and simple method for the team to enter and gather information while empathising. This form has questions such as name, contact, gender, ethnicity, family status, motivation for purchase, education level and occupation. It automatically enters the data into an excel sheet that collates the data segmenting it based on motivation of purchase. This allows clear collection of data for analysis. It then requires assessment by an individual to indicate whether the assumed customers populate a particular segment.


 


Key activities



  1. Collect empathising data into the prepared form




  2. Analyse those who identify their primary purchase motive as one of the six assumptions listed above and identify whether respondents are from rural or coastal villages




  3. Assess whether the Green, Orange or Red light conditions have been met.



edited on 24th December 2018, 23:12 by Haziq Ahmed

Haziq Ahmed 2 months ago

Status label added: Proposed Experiment

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