StretchLearn Course

Stop guessing who your customer is and prove it

Segmentation models, buyer interviews, and persona synthesis that replace invented profiles with evidence

Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Most personas are fiction: a name, an age, a stock headshot, and a list of guesses that no team ever opens again. This course replaces that with the segmentation and research methods that product marketers, growth teams, and strategists actually use, including the STP model, Jobs to Be Done, firmographic and behavioural variables, and interview techniques that surface why people really buy. You will leave able to size and slice a market, recruit and interview buyers, synthesise findings into personas a team will act on, and translate each segment into sharper targeting and messaging.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Distinguish market segmentation, targeting, and positioning using the STP framework and apply each stage in order

Choose segmentation variables across demographic, geographic, psychographic, behavioural, and firmographic bases for a given market

Recruit and run Jobs to Be Done and problem-discovery interviews that surface real buying motivations

Synthesise qualitative and quantitative research into evidence-backed personas with no invented attributes

Score and prioritise segments with a weighted attractiveness matrix to decide who to serve first

Translate each persona and segment into a value proposition, channel plan, and tailored message

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Foundations: Segmentation, Targeting, and Why Personas Fail

Build an accurate mental model of segmentation versus targeting versus positioning, see why most personas are fiction, and learn the STP framework that organises the whole course.

3 lessons

What Segmentation Actually Is and the STP FrameworkContent · 45 min

Preview Enabled

Why Most Personas Are Fiction and How to TellContent · 45 min

LMS Access

Sizing the Opportunity: TAM, SAM, and SOMContent · 45 min

LMS Access

Module 2

Module 2: Choosing How to Slice: Segmentation Variables

Learn the five bases of segmentation, when to use each, the special case of B2B firmographics, and the Jobs to Be Done lens that often beats demographics entirely.

3 lessons

The Five Bases: Demographic, Geographic, Psychographic, Behavioural, FirmographicContent · 45 min

LMS Access

B2B Firmographics and the Ideal Customer ProfileContent · 45 min

LMS Access

Jobs to Be Done: Segmenting by Progress, Not DemographicsContent · 45 min

LMS Access

Module 3

Module 3: Research: Talking to Real Buyers

Run the research that makes personas real, recruit the right people, conduct Jobs to Be Done and problem interviews, mix qualitative with quantitative survey data, and avoid the biases that ruin findings.

3 lessons

Recruiting the Right People and Sample SizeContent · 45 min

LMS Access

Running JTBD and Problem-Discovery InterviewsContent · 45 min

LMS Access

Quantitative Validation: Surveys and AnalyticsContent · 45 min

LMS Access

Module 4

Module 4: From Insight to Action: Personas, Prioritisation, and Messaging

Turn research into personas a team will use, score and prioritise segments, translate each into a value proposition and message, and keep the work alive instead of letting it gather dust.

3 lessons

Synthesising Research into an Evidence-Backed PersonaContent · 45 min

LMS Access

Prioritising Segments with an Attractiveness MatrixContent · 45 min

LMS Access

Activating Personas: Value Propositions and MessagingContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

buyer personasmarket segmentationjobs to be doneSTP frameworkcustomer researchtargetingpositioningproduct marketing