How do you choose user segments for research?

1 Define your design problem

Before you can choose user segments for research, you need to have a clear and specific design problem to solve. A design problem is a statement that describes the gap between the current situation and the desired outcome for your users. For example, a design problem could be: "How might we help elderly people stay connected with their families during the pandemic?" A design problem should be based on some initial research, such as market analysis, competitor review, or stakeholder interviews. It should also be broad enough to allow for creative solutions, but narrow enough to be feasible and measurable.

2 Identify your target market

The next step is to identify your target market, which is the group of people who could potentially benefit from your design solution. Your target market should be aligned with your design problem, and should be large enough to be profitable and sustainable. To identify your target market, you can use tools such as market segmentation, which divides the market into smaller segments based on criteria such as geographic, demographic, psychographic, or behavioral factors. For example, if your design problem is about helping elderly people stay connected with their families, your target market could be segmented by age, location, income, lifestyle, or technology use.

3 Select your user segments

Once you have identified your target market, you can select your user segments for research. User segments are subsets of your target market that share similar needs, preferences, and behaviors related to your design problem. User segments are not the same as personas, which are fictional representations of your ideal users. User segments are based on real data and evidence, and should be validated through user research. To select your user segments, you can use tools such as user segmentation, which groups users based on criteria such as goals, pain points, or contexts of use. For example, if your target market is elderly people who want to stay connected with their families, your user segments could be based on their communication preferences, their family relationships, or their barriers to using technology.

4 Define your research objectives

After you have selected your user segments, you need to define your research objectives, which are the specific questions or hypotheses that you want to answer or test through user research. Your research objectives should be aligned with your design problem, and should help you gain insights into your user segments' needs, preferences, and behaviors. To define your research objectives, you can use tools such as SMART goals, which are specific, measurable, achievable, relevant, and time-bound. For example, a research objective could be: "To understand the communication preferences and challenges of elderly people who live alone and have grandchildren in different countries by the end of the month."

5 Choose your research methods

The final step is to choose your research methods, which are the techniques or tools that you will use to collect and analyze data from your user segments. Your research methods should be appropriate for your research objectives, and should provide reliable and valid results. To choose your research methods, you can use tools such as the research matrix, which maps out the different types of research methods based on their purpose, scope, and approach. For example, if your research objective is to understand the communication preferences and challenges of your user segments, you could use methods such as surveys, interviews, or diary studies.

6 Conduct your research

Now that you have chosen your user segments, defined your research objectives, and selected your research methods, you are ready to conduct your research. To do this effectively, you should define the scope and budget of the research, recruit a representative sample of user segments, prepare materials and tools, conduct ethically and respectfully, record and document data, analyze systematically and rigorously, and communicate findings and recommendations clearly and persuasively. Following these steps will help you design better solutions for your target market and design problem.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?