What is the Customer Segmentation Canvas?
Customer segmentation divides your audience by the deeper motivations that drive purchase – not just demographics. This canvas uses the Censydiam framework, mapping customers across two axes: individual ↔ social and control ↔ indulgence.
Answer the 10 questions to score your customer base across four motivation quadrants. The dominant quadrant becomes the foundation of your positioning, messaging and channel strategy.
Pick the answer that best reflects your typical customer for each question. Your scores update live.
1. When making purchases, your customers primarily seek:
2. What best describes their attitude toward spending?
3. How do they typically discover new products?
4. Which purchase motivation resonates most?
5. What social media behaviour matches them best?
6. Their preferred brand messaging is:
7. How do they respond to trends?
8. What is their loyalty driver?
9. Which shopping environment do they prefer?
10. Their biggest purchase fear is:
Segment Scores (0/10 answered)
Indulgence
0
Pleasure-seeking customers driven by emotional rewards. Win them with evocative imagery, sensory storytelling and 'you deserve it' messaging.
Control
0
Practical, value-driven customers. They research thoroughly – win them with evidence, transparent pricing and clear ROI.
Social
0
Belonging-driven customers. Reviews, community proof and visible endorsements outperform any ad.
Individual
0
Self-improvement-focused customers. Speak to their ambition with personalisation and aspirational positioning.
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