Between tradition and agility: how Swiss start-ups are overcoming the consequences of individualisation through market segmentation and the 'lean start-up' approach

Abstract

This study investigates how Swiss startups address the challenges posed by individualised customer needs through traditional market segmentation and Lean Startup principles. The theory of individualisation highlights the shift towards self-determination, diverse lifestyles, and complex customer interactions. By analysing 44 business plans from the Swiss Innovation Challenge, the research reveals that startups predominantly use traditional methods like market segmentation and qualitative data collection to manage customer differentiation. While Lean Startup principles such as close customer contact and minimum viable products (MVPs) are commonly employed, the build-measure-learn feedback loop is less frequently applied. Our findings underscore the effectiveness of combining traditional market research techniques with Lean Startup principles to foster innovation and customer-centric product development.