Recently on Seth Godin’s blog he talked about a restaurant where he enjoys to eating lunch, as the food is healthy and the restaurant allows substitutions and combinations of ingredients. I highlight the post because it’s another example of Righteous, Social, or Pragmatic frames for customer segments. You can read the entire post from Seth here.
He states: "People who care about what they eat go somewhere on purpose. People who don't care, go close or cheap."
In other terms, those that eat healthy are righteous about what they eat and where they go. People who are pragmatic (emotional detachment, ease of use, bang for the buck, etc.) about their choice “go close or cheap.” It's not always about money, but it is always about value.
Do you know your value proposition when it comes to your customer segments?
Takeaways:
1. Righteous, Social, Pragmatic positioning (Symbographics) offer ways to avoid scavenger hunts and the false hopes created by researchers trying to invent a new category of consumers.
2. Symbographics provide a richer understanding of your customers and will take you much further than demographics, psychographics or sociographics.
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