Kathleen Schneider

Kathleen Schneider

1. Demographic Segmentation

   • Age
     • 45-65 Yrs
   • Gender
     • 80% Female
   • Education Level
     • Bachelors - Business Administration
       • Additinal Certifications
     • Masters or MBA's
   • Company Size
     • 500+
     • Multiple Locations
   • Industry
     • Industries with Knowledge workers
     • People intensive jobs

2. Psychographic Segmentation

   • Attitudes
     • Micromanagement
     • Policy focussed
     • Risk Aversed
     • Disciplinarian
     • Efficiency and control
     • Getting a good work life balance
   • Opinions
     • D&I
     • Personal Job Value
       • Position themselves better
   • Values
     • Want to showcase their value
     • Focus on Engagement
     • Focus on retention
     • Believe a good culture can impact productivity
     • Very reporting focussed
     • Want to broadcast information internally
   • Interests
     • Board Memberships in Nonprofits
     • Events
     • Involved in Schools, Family focussed
     • High community involvement

3. Behavioral Segmentation

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

4. Technology Adoption Lifecycle

   • Risk Averse
   • Cautious
   • Early Majority
   • Followers, not early adopters
   • Not trusting
   • Not innovators
   • Really visual

5. Needs/Goals

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

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