Kathleen Schneider

Kathleen Schneider

1. Demographic Segmentation

   • Age
     • 45-65 Yrs
   • Gender
     • 80% Female
   • Education Level
     • Bachelors - Business Administration
       • Certifications
     • Masters or MBA's
   • Company Size
     • 500+
     • Multiple Locations
   • Industry
     • -ve NonProfits, Higher Education Industries have a higer % of white collar

2. Psychographic Segmentation

   • Attitudes
     • Micromanagement
     • Policy focussed
     • Risk Aversed
   • Opinions
     • D&I
     • Personal Job Value
       • Position themselves
         • Disciplinarian
   • Values
     • Retention
       • Engagement
         • Showcase value
     • Inter dep comms
       • Reporting Focussed
         • culture
   • Interests
     • Board Membership, Community Interest
     • Efficiency, control
     • Events
     • Involved in Schools, Family focussed
       • work life balance

3. Behavioral Segmentation

   • What task do they do regularly
     • Focussed on Compliance
       • Lawsuit Prevention
     • Recruiting
       • Reporting to Management
     • Generally want to promote whats up the ladder
       • Over Communicate
         • Engagement Surveys
     • Good Networkers

4. Technology Adoption Lifecycle

   • Risk Aversed
   • Cautious
   • Based on type of company
   • Followers and not early adopters
   • Not Trusting
   • Not curious Enough
   • Really visual

5. Needs/Goals

   • Retain Top Talent
   • Leadership Development
     • Succession Planning
   • Employee Engagement/Experience
     • Productivity
       • D&I and other initiatives
   • Setting/ Improving Culture
   • Training
   • HR Ops
   • Workplace Trends

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