Behavioral Segmentation: Data-driven persona development

The purpose of this research is to discover 1) what types of customers exist, 2) how prevalent they are within and outside of your customer base, and 3) how better to identify and serve them. The business value:

  • Identify competitive advantage by leveraging detailed knowledge of the product’s user base
  • Facilitate cross-functional collaboration by establishing a collective description of the user base
  • Ease design efforts by allowing product designers and stakeholders to empathize with product user
  • Provide focus for product development by offering objective criteria to prioritize feature development