{"id":1265,"date":"2021-03-05T00:20:14","date_gmt":"2021-03-04T21:20:14","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=1265"},"modified":"2021-06-24T10:03:00","modified_gmt":"2021-06-24T07:03:00","slug":"using-data-driven-personas-for-enhanced-user-segmentation","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/using-data-driven-personas-for-enhanced-user-segmentation\/","title":{"rendered":"Using Data-Driven Personas for Enhanced User Segmentation"},"content":{"rendered":"

User segmentation is the practice of dividing potential or existing users into groups that share similar characteristics. As such, user segments go hand in hand with data-driven personas!\u00a0<\/span><\/p>\n

User segmentation is employed as a user understanding technique by nearly every product team. Think of it this way! The ultimate goal of product design or product strategy for that matter is to create products\/services that:<\/span><\/p>\n

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  1. are aimed at understanding user needs and <\/span>pain points<\/span><\/a> as best as possible,\u00a0<\/span><\/li>\n
  2. have essential features to solve the users\u2019 primary needs as best as possible.\u00a0<\/span><\/li>\n<\/ol>\n

    In order to be able to identify user needs and pain points and serve them well, it is essential to have a good understanding of your user\/customer base. Both user segmentation and data-driven personas can aid in this understanding.<\/span><\/p>\n

    Imagine a scenario where you have recently developed a product or service and want to understand:<\/span><\/p>\n

    (1) How many people from a certain country use it?\u00a0<\/span><\/p>\n

    (2) Frequency of use of your product\/service,\u00a0<\/span><\/p>\n

    (3) How are people interacting with your product or service, etc.\u00a0<\/span><\/p>\n

    An understanding of such user needs and wants can be done through segmenting (i.e.,. dividing your users into homogenous groups), a practice known as user segmentation.\u00a0<\/span><\/p>\n

    \"\"
    Identifying user segments is crucial in understanding how people are using your product or service offerings (Source: Moosend<\/a>)<\/figcaption><\/figure>\n

    Example of user segmentation<\/b><\/h2>\n

    Take the following example from a cybersecurity firm Avira, based in Germany that segments their user base, which is in the millions and is spread across multiple countries around the world (I have also personally used both their free and paid offerings):<\/span><\/p>\n

    \"\"
    Example of user segmentation in practice. A cybersecurity firm Avira segmenting their users to understand how their products are being used and what functionalities can they introduce (Source: Mixpanel<\/a>)<\/figcaption><\/figure>\n

    Notice from the image how Avira is dividing users into different categories. For instance, they are dividing (or segmenting) their users into two categories in one instance- Free v\/s paid users, with the intention being:<\/span><\/p>\n