Demographic
Products for a particular demographic such as a hair product for young men.Age | Culture |
Education | Ethnicity |
Family | Gender |
Income | Language |
Life Stage | Profession |
Psychographic
Products for a particular psychographic such as an air conditioning system for enthusiasts of low technology who want to directly control settings as opposed to having algorithms decide.Activities | Attitudes |
Motivation | Opinions |
Values | Worldview |
Behavior
A target market based on customer behavior such as product packaging for organic honey that explains exactly how and where the product is produced in great detail. This would target research shoppers who want to know everything about a product before they buy.Bulk Buyer | Expert User |
Impulsive Shopper | Novice User |
Research Shopper | Resistant to Change |
Features & Functions
Functions are things that you can accomplish with a product and features are tools that help you do it. These are essentially the use cases of a product. For example, an air conditioner that filters out PM2.5 particulate matter with a feature that tells you when the filter must be replaced.Comfort | Convenience |
Efficiency | Entertainment |
Health | Information |
Productivity | Recreation |
Safety | Transport |
Price
Products are often designed with a target cost and price to appeal to customers with a particular price sensitivity in a product category. For example, a product designed to be the cheapest headphones on the market for customers who want reasonably good sound on a budget.Cheap | Cheap Relative to Comparable Brands |
Good Value For Price | Luxury |
Mid-Priced | Premium |
Quality
Targeting customers who prioritize quality or a particular type of quality. For example, a glass coffee press that is made with strong glass such that it is very unlikely to break.Conformance Quality | Durability |
Fit For Purpose | Performance |
Reliability | Usability |
Location
Tailoring a product to a location such as a traditional food product that is popular in a single city.Attraction | City |
Community | Nation |
Neighborhood |
Lifestyle
The customer's way of living. For example, a desk chair with a small storage area under the seat for urban dwellers in small apartments who maximize every inch of space.Active | Bookish |
Family | Inactive |
Maximalist | Minimalist |
Rural | Single |
Sporty | Urban |
Occasions
Products designed for a particular occasion such as makeup for Halloween costumes.Birthdays | Christmas |
Easter | Goodbye Parties |
Graduation | Halloween |
Retirement | Thanksgiving |
Valentine's Day | Weddings |
Events
Products designed for an event such as a t-shirt for a concert.Celebrations | Concerts |
Conferences | Conventions |
Festivals | Sporting Events |
Style
An aesthetic that appeals to a particular market. For example, boots designed to appeal to normcore enthusiasts.Casual | Colorful |
Cute | Decorative |
Elegant | Luxurious |
Mature | Minimalist |
Monochromatic | Normal |
Plain | Refined |
Rural | Sophisticated |
Sporty | Symbols |
Trendy | Urban |
Vintage | Youthful |
Social Status
Products intended to signal or countersignal social status. For example, a fashion brand that's shaped to signal environmental consciousness, adventure and fitness.Adventurous | Authentic |
Brave | Class Membership |
Cultural Membership | Environmentally Conscious |
Fit | Fun |
Individualistic | Intelligent |
Socially Conscious | Trendy |
Wealthy | Youthful |
Risk Tolerance
A target market defined by levels of risk tolerance. For example, a car that is unusually safe.Adventure | Peak Experiences |
Predictability | Risk Taking |
Safety | Security |
Stability | Surprise |