Psychographic and behavioral segmentation can be way more effective to understand users in our era.
Fabricio Teixeira in UX CollectiveFeb 12, 2018 · 4 min read
In 2003, Jesse James Garrett wrote:
“Demographics aren’t the only way you can look at your users. (…) Psychographics often correlate strongly with demographics: people in the same age group, location, and income level often have similar attitudes. But in many cases demographically identical people have very different ways of seeing and interacting with the world. (Just think of everybody you went to high school with.) That’s why uncovering the psychographics of your users can give you insights you can’t get from demographics.” – The Elements of User Experience
It’s 2018 now.
Fifteen years later, changes in society have only made that statement more truthful.
It’s natural to try to break down your audience by demographics (gender, age, education), since that data is quite commonly easier to find and filter. It is also the data that powers a lot of Marketing teams out there.
But does that approach really apply for User Experience Research?
Let’s look at the counterargument first. (click link to read more)
Link: https://uxdesign.cc/why-are-you-still-recruiting-user-test-participants-by-gender-ed21ec6cff61