The key question of this Coursera project was: who is the core consumer segment my brand of choice is positioned for? The assignment directed me to choose a brand I either currently am or previously was a core consumer of. My goal was to achieve insight into my own consumer behavior, how, what and why I made the consumer choices I did, so as to simulate the brand segmentation work brand strategists commonly are tasked with.
Behavior
I considered how old I was when I most heavily consumed Nintendo products; when I used them; how frequently and for how long. I went into detail when separating purchase behavior from usage behavior.
Psychographics
I thought carefully about the elements of my temperament and lifestyle choices that reflected what drew me to the brand.
Needs and Motivations
What needs were behind what I did and how I felt? Were they individual needs? Physical needs? Social needs? This section was focused on examining my own internal drivers.
Demographics
Finally, I considered some demographic elements. This section is sparser because while I know demographic analysis is not the best method of segmentation, it is somewhat helpful in developing an overall brand picture.