1

BREAK-OUT ROOM EXERCISE

Enter the virtual break-out room you have been assigned to and discuss the following with your partners.

1) Start discussing how you could fill in the Excel file attached: who have you been conducting interviews and/or surveys with so
far, and why? What new information did you gather from these early interactions?

2) What characteristics do your respondents have in common? Can you think of additional/alternative segmentation criteria you
might have used or could use in the future?

Frame it as a discussion, where you reason over the results you have obtained and on which additional aspects you might want to
consider for collecting additional evidence.

Presenter
Presenter (example)
1. Briefly summarise what was the goal of your interview,
‘I wanted to understand whether [….] is a good solution for […]. I conducted
who you decided to target and what you have learnt from
some interviews with […] and found out that […]’. I could segment my
these preliminary interactions. audience differently by including [..]’
2. Discuss how you could improve your segmentation strategy
using the criteria discussed in class.
Challenger
Challenger
Do you think you targeted the right people? Which other segmentation criteria
Please ask questions about the targeted users and the information
might be used?
quality with respect to the goal.