Choose a segment based on the situation they live in, not just their profile

“Small business” is too broad to guide product and communication. Two companies of the same size can have completely different routines, urgencies and ways of deciding. A segment becomes clearer when it combines characteristics with an observable situation.

Describe the context of use

Complete: “People who [context] need [task] when [trigger] but [obstacle].” For example, instead of “self-employed professionals”, try “professionals who receive orders through multiple channels and waste time gathering information before confirming a service”. The phrase points out something you can investigate.

Compare segments by evidence

For each group, record the frequency of the problem, the consequences of leaving it unsolved, the ease of finding participants and the alternatives they already use. Don't add everything up to a magic number: compare the evidence and state where you are still guessing.

Start with the group where you can observe real work and learn quickly. This doesn't mean it will be your only audience; means your first test will have clearer boundaries.

Review the clipping with new conversations

If people in the same industry describe incompatible tasks, divide the group by situation. If different groups describe the same obstacle and use similar alternatives, they may share a need. Segmenting is a hypothesis that fits the facts.

Frequently asked questions

Can I use age or location?

Yes, if the need, access or experience changes. Include this data when it explains behavior, not just because it's easy to list.

Does a small niche limit the business?

A narrow first cutout helps you test accurately. Expand when you see the same solution and message work in adjacent situations.

How do you know if two groups are different?

Compare context, task, obstacles and alternatives. If these elements change, they likely require separate testing or communication.

To continue learning with practical ideas for business, subscribe to the Ímpetus newsletter for free.