4. How do you move from needs to the expectations and requirements of your customers?

4.1 The end customer

The end customer has both expressed and unspoken expectations;

• Expectations can be identified by examining the customer profiles reached by existing marketing channels, or through "classic" market surveys.

• Non-expressed expectations are the subject of more subtle approaches, based on geographical and socio-economic segmentation criteria. For example, the Sinusmilieu ^® segmentation of Sociovision takes into account socio-cultural criteria (aspirations, motivations, values), as well as objective socio-economic criteria (level of education, income,...