Business Consultancy
Client · MindStir
2026
MindStir Coworking Space
Psychographic customer segmentation research delivering four validated ICPs and a 12-point strategic plan — conducted under signed NDA.
14
Interviews
5
Power BI pages
58
Respondents
Dashboard System
Five dashboards. One complete picture of the customer.
01 · Overview
01 · Overview — Customer segment distribution, satisfaction scores, and ICP breakdown across 58 respondents.
02 · ICP Deep Dive
02 · ICP Deep Dive — Psychographic scores across productivity, motivation, quiet preference, networking, and flexibility by segment.
03 · Behavioral Patterns
03 · Behavioral Patterns — Visit frequency, membership duration, workspace preferences, and age distribution by segment.
04 · Alignment Analysis
04 · Alignment Analysis — Gap analysis between employee perception and customer reality across 6 psychographic metrics.
05 · Strategic Recommendations
05 · Strategic Recommendations — Four ICP profiles with targeted marketing strategies and two critical operational gaps identified.
Key Finding
Employees underestimated how much customers valued quiet. A 0.52 gap between perception and reality — with direct operational recommendations to close it.
ICP Profiles
Four psychographic profiles. One complete picture of MindStir's membership.
The Ambitious Networker
01
45% of members — 26 customers
Driven professionals who use MindStir as a launchpad for growth. They want networking events, flexibility, and a premium environment.
The Private Professional
02
26% of members — 15 customers
Heads-down workers who need a serious, private office environment. They want quiet, reliability, and confidentiality.
The Focused Freelancer
03
24% of members — 14 customers
Independent workers who use MindStir as a focused work base. They want productivity, flexible desks, and good internet.
The Flexible Social
04
5% of members — 3 customers
An emerging niche who value community over productivity. They want social atmosphere, flexible hours, and a community feel.