Co-founder and consultant of the Nielsen Norman Group, Dan A. Norman once said: “Market segmentation is a natural result of the vast differences among people.” When a business can identify these differences: it is easier to deliver personalized value to its target audience. Foursquare target audience are: millennials, foodies, and tourists. Millennials are tech consumers, foodies are always on the hunt of the new delicious food in town and tourist are just simply looking for a good recommendation in an unknown place.
A Millennial is the name given to the generation born between 1982 and 2004. The Millennial generation follows Generation X in order of demographic cohorts. This generation is often associated with technology and social media. Also, known as Generation Y. The Millennial generation is the first born into the digital world, specifically the Internet and social media. According to Foursquare CEO Jeff Glueck “Millennials always drawn to the next big thing”¹
This is the reason that the main target for Four Square are the millennials. This group is constantly looking for the most innovative app that will make their lives easier and more exciting.
A foodie is a person who has an ardent or refined interest in food and alcoholic beverages. A foodie seeks new food experiences as a hobby rather than simply eating out of convenience or hunger. The terms “gastronome” and “epicure” define the same thing: a person who enjoys food for pleasure. Foursquare is the perfect tool for foodies when they are looking that special food or unique drink that will quench their refined taste. The personalization of the app goes beyond the regular recommendation app. It is personalized; it asks you your preferences and then recommends that Vietnamese Pho that according to your initial input you will love. It also recommends places where your friends have visited. An intelligent app that uses preferences and contact’s data is the perfect tool for foodies.
Travelers and tourists can also take advantage of Foursquare’s power and recommendations. The app will not only recommend food places, but also, museums, amusement parks, stadiums, and many other attractions. It is difficult to go to a new city and find not only the best places, but the places according to your personal taste.
Making the unknown known is Foursquare’s objective. The app strives to deliver value and be the perfect tool for groups of millennials, foodies and tourists alike.