Research & Strategy

Customer Personas & Market Segmentation

Stop guessing who your customer is and prove it

12 lessons4 modules9h 0m durationbeginner level

Instructor: StretchLearn Faculty

About this course

Most personas are fiction: a name, an age, a stock headshot, and a list of guesses that no team ever opens again. This course replaces that with the segmentation and research methods that product marketers, growth teams, and strategists actually use, including the STP model, Jobs to Be Done, firmographic and behavioural variables, and interview techniques that surface why people really buy. You will leave able to size and slice a market, recruit and interview buyers, synthesise findings into personas a team will act on, and translate each segment into sharper targeting and messaging.

Curriculum

Module 1: Foundations: Segmentation, Targeting, and Why Personas Fail3 lessons

What Segmentation Actually Is and the STP FrameworkPreview45m
Why Most Personas Are Fiction and How to Tell🔒45m
Sizing the Opportunity: TAM, SAM, and SOM🔒45m

Module 2: Choosing How to Slice: Segmentation Variables3 lessons

The Five Bases: Demographic, Geographic, Psychographic, Behavioural, Firmographic🔒45m
B2B Firmographics and the Ideal Customer Profile🔒45m
Jobs to Be Done: Segmenting by Progress, Not Demographics🔒45m

Module 3: Research: Talking to Real Buyers3 lessons

Recruiting the Right People and Sample Size🔒45m
Running JTBD and Problem-Discovery Interviews🔒45m
Quantitative Validation: Surveys and Analytics🔒45m

Module 4: From Insight to Action: Personas, Prioritisation, and Messaging3 lessons

Synthesising Research into an Evidence-Backed Persona🔒45m
Prioritising Segments with an Attractiveness Matrix🔒45m
Activating Personas: Value Propositions and Messaging🔒45m