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 increasingly individualised customer needs through traditional market segmentation and Lean Startup principles. The ongoing process of individualisation is leading to a shift towards self-determination, different lifestyles and complex customer interactions. The diversity of customers is increasing, and start-ups are forced to respond methodically to this situation. Using a qualitative content analysis of 44 business plans submitted to the Swiss Innovation Challenge (2022–2023), the study identifies the methods and procedures employed by startups to manage this customer differentiation. The findings show that while traditional segmentation and qualitative data collection are widely used, Lean Startup elements—especially the build-measure-learn loop—are less consistently applied. The study concludes that a hybrid approach combining traditional and Lean Startup methods enhances customer-centric innovation. These insights have implications for startup support programs and future research on entrepreneurial adaptation in dynamic markets.