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Segmentation: The Shadowy Side of Persona Development

Advanced Topic Seminar

Personas represent key distinctions within the universe of users or customers. Therefore, a robust and useful segmentation of that universe is an important first step. Surprisingly, segmentation is often done intuitively or without critical examination of the assumptions or limitations of different approaches. This seminar will help UX practitioners to develop stronger customer and user models, whether when collaborating with market research organizations or when working on their own.


Presentation by David A. Siegel (Dray & Associates, Inc.)
Category:
User Research
Track:
Advanced Practitioners (AP)
Time:
9:00am to 10:00am on Wednesday, June 06, 2012