Table 1.
Prescriptions of the awareness, want, and adoption gap ratio (AWAG) segment matrix
| Category | Subcategory | Strategy | Action | Current target market |
| Opened group | Strong | Hold | Keep up the good work. | Primary |
| Awareness-bias | Hold and improve (raise) | Keep up the good work and keep raising the awareness. | Secondary | |
| Want-bias | Hold and improve (raise) | Keep up the good work and keep raising the want. | Tertiary | |
| Generic | Hold and improve (raise) | Keep up the good work and keep raising the awareness and want. | Tertiary | |
| Closed group | Strong | Evaluate then leave or evaluate then improve (spread and create) | Evaluate the potential of the segment then choose an action between “maintain status quo” and “keep spreading the awareness or creating the want.” | Nontarget |
| Awareness-bias | Evaluate then leave or evaluate then improve (spread) | Evaluate the potential of the segment then choose an action between “maintain status quo” and “keep spreading the awareness.” | Nontarget | |
| Want-bias | Evaluate then leave or evaluate then improve (create) | Evaluate the potential of the segment then choose an action between “maintain status quo” and “keep creating the want.” | Nontarget | |
| Generic | Evaluate then leave or evaluate then improve (raise) | Evaluate the potential of the segment then choose an action between “maintain status quo” and “keep raising the awareness or want.” | Nontarget | |
| Desire-deficient group | Strong | Evaluate then leave or evaluate then improve (create) | Evaluate the potential of the segment then choose an action between “maintain status quo” and “keep creating the want.” | Nontarget |
| Want-bias | Evaluate then leave or evaluate then improve (create) | Evaluate the potential of the segment then choose an action between “maintain status quo” and “keep creating the want.” | Nontarget | |
| Generic | Improve (create) | Keep creating the want. | Nontarget | |
| Perception-deficient group | Strong | Improve (spread) | Keep spreading the awareness. | Potential target |
| Awareness-bias | Improve (spread) | Keep spreading the awareness. | Potential target | |
| Generic | Improve (spread) | Keep spreading the awareness. | Potential target |