First, audience segmentation focuses on understanding what different internal stakeholder groups (e.g., sales, marketing, product development, support, etc.) need to know about your users and buyers so that teams can keep the right set of user information top of mind.  

Typically this involves gathering existing user data from across the organization, conducting user research, defining personas, identifying behavior models, and creating a central repository for managing and sharing that audience information. Any gaps in information can become the basis for your next research plan.

Personas are user archetypes derived from generative research comprising typical user characteristics, pain points, needs, and goals. User behavior models are a scaled measure of relevant behaviors exhibited across a group of research participants.  

Rich audience segmentation information assists your team in evaluating, designing, and prioritizing content, features, functionality, and much more.

Behavioral analysis and insight management for product and service design strategy requires a particular set of skills.