Page 3 - Untitled
P. 3
Context Analysis
1. Understand Your Organization
List your internal capabilities
What are the resources of your company?
Analyze your strengths and weaknesses
What are the strengths and weaknesses of
your company?
2. Understand Your Clients
Who are they? What do they want?
Create groups of relevant clients based on the following factors:
Demographics
Group your clients based on age, gender,
location, language, income, education, martial
status, family size etc.
Psychographics
Group your clients by personality types, values,
attitudes, interests, beliefs and lifestyles.
Behavioristics
Group your clients based on their usage behavior
with the product and/or the brand, such as
frequency of use, benefits pursued, willingness to
purchase and brand loyalty.
