When time and resources are limited, businesses still need to understand their customers with enough clarity to segment effectively. This short guide by Professor Malcolm McDonald offers a practical, visual method to create usable customer segments based on two core motivators.
Using a simple grid system, this approach identifies which combinations of benefits matter most to customers — such as service levels, product range, or support — and allows marketers to break large groups down into specific, action-oriented segments.
Why It Matters
- Even without complex analytics, useful segmentation is possible
- This method uses customer motivations to create relevant, real-world groupings
- Ideal for B2B, SME or time-constrained marketing planning
Quick Method: Step-by-Step
- Identify key motivators for purchase — ignore basic hygiene factors
- Choose two primary motivators (e.g. level of service, product range)
- Estimate customer distribution along each axis (e.g. 60% want high service)
- Cross the axes and calculate proportional segments (e.g. 60% x 40% = 24%)
- Name and characterise each segment based on their needs and behaviours
Example: Copier Paper Market
One application of the quick method shows how copier paper buyers can be segmented into groups like “Prima Donnas”, “Drag Queens”, and “Dictators” — each with unique expectations around product, service and support. This same approach can be adapted for any market where purchase drivers can be identified and ranked.
Insight
“This method helps you move away from average customers and uncover meaningful groupings with distinct needs.” – Professor Malcolm McDonald
Download the Full Segmentation Tool
This summary outlines the logic, but the full slide deck includes diagrams and a complete walkthrough of the method with practical examples.
Thanks to Dr Brian Smith of Pragmedic for permission to use this exercise.