From the course: UX Research: Mobile Diary Studies
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Behavioral-based customer segmentation
From the course: UX Research: Mobile Diary Studies
Behavioral-based customer segmentation
- A lot of companies conduct research to understand the different customer segments that are using their brand or product. They do this so that they can create products, features, messaging, and ad campaigns that are highly targeted and completely on point for each of their different customer avatars. The way we tease out customer segments from our research is by paying careful attention to the full range of how and why customers interact with the product or brand. Once we can identify the context behind why and how they're using a product, we can spot patterns of behavior and start to group customers based on things, like how well they know the product or brand, their feelings toward it, how they use it and the specific tasks they do with it, when they use it, how often they use it, how loyal they are to a particular product or brand, the specific benefits and values they get from using it. All of these behavioral and…
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