A segmentation of the Danes for the professional market within the experience economy

Challenge

A targeted and conscious approach for working with the Danish market The Danish target group is our closest market and the one that should form the basis of solid and sustainable business models. In a moving market, it will always be the geographically closest target group, which for many in the experience economy will be the least fragile. It has been clear during the corona crisis that many actors within the experience economy have not had a targeted and conscious approach for working with the Danish target group.

Approach

Need for a strategic approach and a common frame of reference It is crucial to understand how to be relevant to those closest to us - now, but just as much when we look into a more normalized market. Many professionals within the experience economy need an strategic approach, guide and a common language for the experience market and a common frame of reference relating to the entire market - and not just the market share they already know and understand.

Resolution

A market segmentation and a tool for identifying market potentials Epinion has developed a market segmentation for DI, primarily based on the Danes' experience behavior and preferences. In the segmentation, a measure of potential has been developed for specific actors within the experience economy and the individual segments. This is a model that allows you to navigate and prioritize the segments. It helps to focus when selecting target groups, and almost more importantly, deselecting segments. It is a knowledge-based and strategically and commercial approach the market.

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