Audience Segmentation

Applying a audience focused lens to all that you do

Related Services

Exploratory Research
Journey Mapping
Insight Strategy and Management
Design Operations Setup
Service Design

Different audience segmentation work deliverables including personas, dynamic persona interfaces, comparative behavior models and spans.

Audience segmentation is the process of clustering your audiences into distinct groups based on shared characteristics and behaviors in order to make more informed business decisions.

Icon of two cogs and a magnifying glass with a user in it.

How we work

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

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.

Areas of Expertise

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

Demographic, Psychographic, and Behavioral Data Analysis

Identifying key audience information needs

Creating actionable segmentation data repositories

Persona characteristics and behavior models are both learned directly from users themselves through research and thus align to user mental models rather than internal stakeholder assumptions or perceptions. Characteristics is demographic and categorical information about users as a means to group them. Similarly, behavior models are how users act or interact in different situations also used to group like users. Those groupings create audience segments. Grouping of overlapping audience segments create personas.

Mental models are researched and analyzed in a variety of contexts comprised of demographic, psychographic, behavioral, and environmental aspects that impact their intrinsic and extrinsic motivations.