
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.
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

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