Lecture 10: Market Segmentation with SensAble Technologies, Part II

What this lecture covers

Continuing directly from Part I, this lecture finishes walking through the SensAble Technologies market segmentation matrix. Aulet lists the range of industries the team analyzed beyond entertainment, including industrial design, medical visualization, and scientific applications, and explains what the team gained from doing this analysis thoroughly.

After watching, you should understand how a broad market segmentation exercise narrows into a confident shortlist, and why the upfront effort matters even though it is time-consuming.

Key ideas

• Additional markets analyzed: industrial design, medical visualization (including companies like GE working with CAT scan and MRI data), surgical simulation, computing for the blind, molecular modeling, assembly path planning, and geo-seismic data analysis.
• Consistent process: each market was broken down the same way as the entertainment example in Part I, examining what the end user was actually doing.
• Time investment: the team spent a week or two digging into each candidate market before stepping back to compare opportunities.
• Payoff of thoroughness: doing the work upfront gave the team higher confidence when they eventually chose which market to pursue.
• Outcome: this segmentation process is presented as one that worked well for SensAble Technologies in practice.

Before you watch

• Watch "Market Segmentation with SensAble Technologies, Part I" first, since this lecture continues that same worked example.

Check your understanding

1. What other markets, beyond entertainment, did the SensAble team analyze in their segmentation matrix?
2. Why did the team spend a week or two on each candidate market rather than moving quickly to a decision?
3. How does this real example connect back to the beachhead market concept from earlier lectures?