You should start by selecting one of the Roy Morgan Value Segments as a focus for your assessment: Socially Aware Visible achievement Young optimism Real conservatism Something better Look at me . Conventional family life Traditional family life A fair deal Basic needs If you would like to learn more about the Roy Morgan Value Segments (RMVS), watch the following video: Introduction to Roy Morgan Values Segments (Roy Morgan Australia, 2014) After you have decided what market, you are targeting, you should select a product that is new to the market segment. It should be a tangible product and not a service. Develop a targeting and positioning strategy for this product. You should think about how you can differentiate your product to appeal to the market segment. Think about how to create a market targeting strategy.