Gartner Research

Segmenting Users: Six Useful Techniques for Discovering How Users Really Work

Published: 31 July 2014

ID: G00261730

Analyst(s): Guy Creese


Enterprises must segment their users in order to give them the right information worker tools. This report explains how companies can leverage six techniques — metrics, interviews, surveys, focus groups, human factors studies and ethnography — to segment their users and create personas.

Table Of Contents

Problem Statement

The Gartner Approach

The Guidance Framework

  • Prework: Get Business Buy-In via a Statement of Work
  • Step 1: Build a Team
  • Step 2: Define a Universe of Users
  • Step 3: Decide on the Questions to Ask
  • Step 4: Select the Appropriate Techniques
    • Metrics
    • Interviews
    • Surveys
    • Focus Groups
    • Human Factors Studies
    • Ethnography
    • Get the Mix and Timing Right
  • Step 5: Perform the Initial Research and Analyze the Results
  • Step 6: Define the Segments and Personas
  • Step 7: Test Some Solution Hypotheses
  • Step 8: Market the Findings
  • Step 9: Implement the Solutions

Risks and Pitfalls

  • IT Culture/Attitude
  • Business Culture/Attitude
  • Resources
  • Process


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