GInI Professional Certification Program CInP Question # 11 Topic 2 Discussion
CInP Exam Topic 2 Question 11 Discussion:
Question #: 11
Topic #: 2
A key use of research in Needfinding work is for market segmentation, where an overall population of prospective customers is segmented according to the particular outcome each segment seeks.
GInI’sCInP Handbookhighlights Needfinding as a Front End activity where research, including market segmentation, identifies customer needs. GInI advocates segmenting based on "the particular outcome each segment seeks" (e.g., convenience, performance)—a jobs-to-be-done approach—rather than traditional metrics. This focuses on why customers buy, revealing actionable innovation opportunities. Option B, "demographic factors" (age, income), is conventional but less need-centric. Option C, "lifestyles," and Option D, "tastes," are behavioral but miss the outcome focus GInI prioritizes. Option A aligns with GInI’s methodology, matching the original answer, embodying a sophisticated, outcome-driven segmentation that drives targeted innovation—a nuanced evolution of market research.
[Reference:GInICInP Handbook, Section on Needfinding and Market Segmentation., ]
Contribute your Thoughts:
Chosen Answer:
This is a voting comment (?). You can switch to a simple comment. It is better to Upvote an existing comment if you don't have anything to add.
Submit