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Statistical Market Segments and Personas: Challenging Fallacies in User Research

Case Study for Experienced Practitioners

Companies are increasingly adopting a single segmentation and set of personas, often based on statistical research, for use by both marketing and product development teams. Our case study explains how qualitative research led to abandonment of a “state of the art” segmentation and reveals potential fallacies in the evolving use of segmentation and personas.


90 Minute Presentation by David A. Siegel (Dray & Associates, Inc.), Susan Dray (President, Dray & Associates, Inc.)
Category:
Track:
General
Time:
8:30am to 10:00am on Friday, May 28, 2010