What changes are our expectations for quality and performance.
This is tue across seemingly different segments of the population.
Once we managed to tame boredom on the subway commute by reading the newspaper. Now, for better or worse, it’s the smartphone. The solution changed, the job/task remained the same, i.e., ward off boredom for commuters traveling by train.
Rarely are there new needs. It’s just the same need with an increased expectation for satisfaction.
**Situations > Market Segments**
Marketing Examples:
Ad 1: You see someone watching a movie, gets the impulse for food, easily finds food near them, and then easily calls the restaurant. These jobs touch each other and help form a situational segment.
Ad 2: It’s about features, attributes, attitude, style and tone. All are geared for one particular type of customer — one type of market. The creators of this ad are thinking in terms of customer or market segments.
Cut up customers not by personas but by situational segments.