One of the challenges of segmentation is to translate the insights into action and value-creating activities. Together with the consulting company LeapQ , we have developed a model for how you as a company can solve this challenge and create a solid insights-rich basis for prioritizing segments, developing value propositions, product development and channel selection. And together with LeapQ, we have completed several multinational projects on both B2C and B2B markets.
You can look forward to hearing a lot more about the project when we invite you to an online Wilke WakeUp on November 15th from 09.00-10.00. We are glad to present two speakers from LeapQ, Kathrine Scheibli and Stephen Blanchette as well as our own partner Søren Pedersen.
Program
"HOW TO USE SEGMENTATION INSIGHTS TO IGNITE VALUE CREATION WITHIN YOUR ORGANISATION"
LeapQ believe that insights, and segmentation research in particular, should be regarded as the launching pad for igniting value creation in companies. In their presentation they will share examples of how they have worked with segmentation to help their clients reframe their businesses, sharpen their strategic focus, uncover new growth opportunities, and build innovative, enticing propositions and experiences that are both differentiating and preference-driving. In the process, they help develop their clients' internal capabilities so they can maintain an edge versus their competition.
Kathrine Scheibli, Partner, LeapQ Limited & Stephen Blanchette, Partner, LeapQ Limited
“JOBS TO BE DONE AS A FOUNDATION FOR VALUE CREATION”
Søren will introduce us to a unique way of working with segmentation based on Jobs-To-Be-Done (JTBD). The framework was originally introduced by the American innovation guru Clayton Christensen, but is often confused with regular needs. However, the comparison of the two couldn’t be more wrong! JTBD is a much more detailed concept that identifies the actual problems we as humans seek to solve and find solutions for. As such, a segmentation based on JTBD will be a much better off-set to adjust and improve behavior compared to a needs-based segmentation. Further, JTBD is not influenced by any national or cultural differences which makes it a very applicable approach to multinational segmentation.
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