2. Group targets by usage and behavioral logic

Characterizing customer targets by traditional sociological criteria (e.g. CSP) is no longer enough. The way products are used can be more structuring than socio-professional categories. The decompartmentalization of sectors has overturned sectoral practices. For example, the ownership of a smartphone is totally transgenerational, with only the use made of it distinguishing (mobile Internet, use of social networks, etc.).

You need to redefine your customer or market targets through a traditional segmentation augmented by usage or behavioral practices. To do this, you need to go beyond the use of your products, and characterize the practices and behaviors of a wider perimeter, including related sectors that may have an impact on your sector: for example, how comfortable are my customers with digital mobility tools, and how do they use them? They may be in the process...