Note to self: what to say when clients say that they have already done user research when developing their market segmentation:
Personas are:
- Based on usage behaviors, goals, motivations, and attitudes
- Based on qualitative research
- Aim at motivating people to use the product or service
- Part of developing a product definition
Market Segmentations are:
- Based on demographics, distribution channels, and purchasing behaviours
- Based on quantitative research
- Aim at motivating people to buy
- Part of developing marketing messages
Questions:
Can they be combined?
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