# Find them by description, win them by need > Description tells you where to find customers; need, situation and behavior tell you what wins them. Klasna's two exam groups look alike and buy differently, and Dana sorts her enquiries by goal and deadline. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: Who are our customers, really? - Lesson 6/32, ~24 min - Source: https://productovi.com/courses/marketing-strategy/find-by-description-win-by-need ## Same description, different need **Alex Tutor:** Back on Klasna's marketing team: the export has turned into groups, and Uliana wants to know how to reach each one. **Uliana:** Give me descriptions I can put into ad settings: age, city, subject. That's how we find people. **Alex Tutor:** Description is how you **find** them. But two families with the same description can need different things. Picture two 16-year-olds in Kyiv, both doing exam math. **Alex Tutor:** One started in October: steady exam families like hers average 7.61 lessons a month for almost ten months. The other started in February: crammers average 9.71 a month and are mostly gone by June. **Sofia:** So what wins them is the situation, not the age. > **Exercise:** Two families: both teens are 16, live in Kyiv and study exam math. One started in October, the other in February. Which difference matters most for Klasna's marketing to them? ## Four kinds of facts **Alex Tutor:** Sort what you know into four kinds. **Description**: age, country, who pays. **Need and situation**: the goal and the deadline behind it. **Behavior**: pace, how long they stay, whether they come back. **Value**: what they pay over time. **Alex Tutor:** Grouping by need is **needs-based segmentation**; by what people do, **behavioral segmentation**. Then you use description to find each group. **Uliana:** And value? Shouldn't we just chase whoever pays most? **Alex Tutor:** Value is one input, not the verdict. Deciding whom to serve first is the next module's job, with all the inputs on the table. **Alex Tutor:** Name the method behind a group. Which kind of segmentation is this? > **Exercise:** Uliana defines a group as "families who take about ten lessons a month and are gone by June". Which kind of segmentation is that? > **Exercise:** Match each fact about a diaspora family with the kind of fact it is. ## Value differs too **Sofia:** How different is the value of the two exam groups? **Alex Tutor:** Steady exam families paid 53,960 UAH per account on average; spring crammers 36,472. The steady ones also stay about twice as long: 9.67 active months against 4.78. **Uliana:** Then the steady ones are simply better customers! **Alex Tutor:** Careful. The crammers are more numerous, 40 accounts against 24, and they arrive with an urgent need. Value per account is a fact; which group is "better" depends on what Klasna wants, and that choice comes later. > **Exercise:** How much more did a steady exam family pay on average than a spring crammer (53,960 vs 36,472 UAH per account)? ## Personas from a chatbot **Uliana:** Confession: I pasted our interview notes into an AI assistant. It gave me five personas with names, hobbies and favorite coffee. **Alex Tutor:** Treat them as hypotheses. For each one, check the export: does a group with that need and behavior exist, and how big is it? The hobbies and the coffee are decoration. **Alex Tutor:** And check what you pasted. Notes go in without names or contact details, and only if families agreed their answers could be used that way. **Sofia:** So AI suggests, the data and real families decide. > **Exercise:** When time is short, personas generated by an AI assistant can replace interviews with real customers. **Alex Tutor:** One more rule about that assistant: what may go into it in the first place? > **Exercise:** Uliana wants to paste more interview notes into an AI assistant. What must happen first? ## Dana's practice **Alex Tutor:** Now Dana's practice. Besides her three students, five more adults wrote to her in September: two friends of friends, one after a talk she gave in a job-hunting community chat, and two after her posts. **Dana:** I sorted them by age and job. Thirties, forties, IT, design, sales… It told me nothing about what to offer. **Alex Tutor:** Sort them by goal and deadline instead. > **Dana's eight adults, by goal** > > | Person | Goal | Deadline | > |---|---|---| > | QA engineer (student) | Calls with foreign clients | Every week | > | Exam candidate (student) | English exam for a job abroad | Exam in January | > | Bakery owner (student) | Speak with confidence, finally | None | > | Designer (enquiry) | Job interview in English | In five weeks | > | Master's applicant (enquiry) | Exam score for a program abroad | By March | > | Sales manager (enquiry) | Calls with EU partners | Every week | > | Support lead (enquiry) | Writing to foreign clients | Every day | > | Retired engineer (enquiry) | Conversation for travel | None | **Dana:** Oh. Three have a date, three need English for work every week, and two just want to speak, someday. **Alex Tutor:** Three situations, each wanting a different offer: a short sprint to a date, a steady weekly habit around real work tasks, a gentle start with no pressure. > **Exercise:** Which of Dana's adults belong to the "fixed date" group? Select all that apply. **Alex Tutor:** Three situations, three offers. Match the weekly group with the right one. > **Exercise:** Which offer fits Dana's "English for work every week" group (the QA engineer, the sales manager, the support lead)? ## Your turn: two lines for Dana **Dana:** How do I write these groups down so I can actually use them next week? **Alex Tutor:** One line per group: **find them by** (where and how they'd show up) and **win them by** (the need you meet and how you'd show it). Two groups are plenty for one person's evenings. **Sofia:** Find by description, win by need. And nothing on the "find" side that touches Klasna's families. **Alex Tutor:** Exactly. Her rule from the last module still stands. > **Exercise:** Write two segment lines for Dana's practice, one per group, in the form **"Find them by … / Win them by …"**. Base them on the goal-and-deadline table. > **Key ideas** > > - **Description** (age, country, who pays) helps you find customers; **need and situation**, **behavior** and **value** tell you what wins them and what they're worth. > - **Needs-based segmentation** groups people by goal and situation; **behavioral segmentation** by what they do (pace, how long they stay, whether they return). > - Klasna's two exam groups share a description but differ: steady families 7.61 lessons a month for 9.67 months, 53,960 UAH per account; spring crammers 9.71 a month for 4.78 months, 36,472. > - AI personas are hypotheses: check each against your data and real conversations, and paste no personal data. > - A one-person practice segments the same way: Dana's adults split by goal and deadline, not by age or job. **Alex Tutor:** Next lesson, back at Klasna: who uses, who pays and who influences, and what a marketer may never target on. - Previous lesson: [The average family doesn't exist](https://productovi.com/courses/marketing-strategy/the-average-family-doesnt-exist.md) - Next lesson: [Who uses, who pays, who influences](https://productovi.com/courses/marketing-strategy/who-uses-who-pays-who-influences.md) --- Productovi Learning. Free, no sign-up needed to read.