So you’ve decided you need Demand Spaces and now you’re looking to create them.
The first big (and really important) decision to make is how to define the category to be segmented.
This will be driven by your business question. For example, if you are looking to grow by recruiting users from adjacent categories, you will need to include them in your universe.
To give an example, if you worked in beer, you might cover the whole alcohol category to reveal opportunities to steal share from other drinks like wine or ready-to-drink spirits.
But it is a balancing act… beyond your early hypotheses, you might not know where growth will come from until after you have created your Demand Spaces – so you might want to keep your options open.
But create a universe that is too big, and you will lose granularity and richness. Which makes it harder to identify and unlock the opportunities that fall out of it.
