I recently stumbled upon this meme about Prince Charles and Ozzy Osbourne …
Prince Charles and Ozzy Osbourne are sociodemographic twins, and would – based on traditional customer segmentation models – end up in the same focus group. But factually, they live totally different lives. I even dare to say that they might live in totally different realities. 😉
I see this as an excellent example of traditional customer segmentation by sociodemographic features currently changing to a more “life-experience” based (shared life challenges, lifestyle, quality-of-life).
This is especially relevant to CX as ‘life-experience personas‘ allow a customer understanding which is much closer to day-after-day reality and providing much more robust and significant insights. They simply reflect the complexity of today’s markets and societies much better. And they provide a much more lifelike and deeper understanding of customer expectations and behaviors … as well as underlying motivations, needs and drivers behind.
Thereby, subsequently enabling truly impactful actions.