Knowing more about customer preferences may help you sell to customers in the short term, but it doesn't help you design intuitive products that keep them coming back. Standard market segmentation techniques used in customer research often produce sparse data that isn't ideally suited to Internet offerings.

Task-based segmentation helps your company to invest capital in user research that brings rich market data to bear on your product development process.

Inside you will learn to:

• Sort and track the detailed information necessary to select study participants.
• Identify overlap in audience segments.
• Create user goal sets that help narrow your pool of possible study participants.
• Choose users who are most likely to help you create a better product and increase your bottom line.

See the executive summary PDF »

Author Indi Young is a founding partner and practice lead of Adaptive Path, the world's premier user experience consulting company. She has been consulting for over a decade, and is creator of the acclaimed mental model diagram and gap analysis process. Indi’s clients include Agilent, PeopleSoft, and Charles Schwab.

What is a Technique Tutorial?

Technique Tutorials are step-by-step guides that walk you through a proven process. These reports distill years of experience into a roadmap for success. You can use Technique Tutorials to focus your team and provide a clear starting point for your process.