Acerca da segmentação de clientes

Uma reflexão interessante sobre aquilo a que na minha linguagem chamo: o desenho das experiências procuradas e valorizadas pelos clientes-alvo.
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Holttinen explica, de uma forma muito mais conseguida do que tenho tentado aqui, o que entender por clientes-alvo, como fazer a sua segmentação.
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Os clientes-alvo não são uma classificação que resulta de rendimentos, ou de localização geográfica, ou de distribuição etária. Os clientes-alvo são um grupo que procura e valoriza um conjunto homogéneo de experiências (práticas na linguagem de Holttinen).
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"Individual consumers, having different histories, different knowledge of the circumstances and different mental states, possess their own versions that organize their activities in a practice.
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“people buy products not only for what they can do, but also what they mean”. Consumer Culture Theory addresses this symbolic value of offerings: consumers choose to use offerings whose meanings support their identity projects. In other words, offerings are personal manifestos of one’s identity and goals in life.
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As consumers are preconfigured by the teleoaffective structures of practices (including their own versions), the ends that consumers pursue, value creation which they expect and costs that they tolerate, all depend on specific practices and moments in their life. Therefore, there is no universal value creation formula, including benefits sought and resources used.
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I define a value-creating practice as a context-laden arena for value creation, integrating a specific socio-cultural context, time and place; mental states and bodily activities of consumers; teleoaffective structures; operant and operand resources and their use.
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Proposal: segmentation of value-creating practices. In the presence of fragmented consumers, consumer market segmentation does not provide with a valid description of value creation because it assumes consumers to be consistent in consumption behavior and thus proposes that they belong to one consumer market segment only. However, segmentation is still a relevant concept, due to the heterogeneity of the consumer market. In this paper, the heterogeneity emerges as different consumers, having their own versions of teleoaffective structures and different resources, participate in the same practices in their own ways. The rationale behind market segmentation is that customers “are looking for more precise satisfaction of their varying wants”, according to Wendell R. Smith, the introducer of the concept of
market segmentation. Therefore, adjusting the marketing mix for targeted consumer segments leads to a better use of marketing resources and higher return on investment. What type of segmentation approach would help firms to develop superior value propositions for heterogeneous and fragmented consumers?
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Segmentation of value-creating practices provides a valid description of value-creation among heterogeneous and fragmented consumers. By identifying different practice segments and describing how value is created in them, it guides firms in developing superior value propositions for consumers participating in different practice segments.
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Trechos retirados de "Practices as units of value creation: theoretical underpinnings and implications" de Heli Holttinen.
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A proposta de Holttinen casa bem com a ideia de "job to be done" de Christensen