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Victoria Sakal | How I Tested Growth at Wonder
How I Tested That
Audience segments based on problem Awareness and Need
Effective customer engagement requires understanding audience segments based on their awareness of problems and their need for solutions. There are distinct groups within a bell curve of adoption: early adopters who recognize and seek solutions to their problems, and later segments where the dynamics shift. Some individuals have the problem but lack awareness, necessitating campaigns focused on raising awareness. Others may recognize their issues but are not actively searching for solutions, often needing to be motivated due to a perceived lack of urgency. Strategies must differ for these groups, as approaches suitable for engaged and understanding users won't necessarily resonate with those skeptical or unaware of their problems. Tailoring the engagement method is crucial for successfully navigating the audience landscape and advancing through various adoption stages.
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