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Also known as: customer segmentation, behavioral segmentation, audience segmentation

User Segmentation

ConceptualProductMarketing

Definition

User Segmentation: User segmentation divides users into groups based on shared characteristics—demographics, behaviors, needs, or lifecycle stage. Segmentation enables targeted product decisions, personalized experiences, and focused analysis. Different segments may need different features, messaging, and success metrics.

Example Usage

“Segmenting users by company size revealed that SMB users churned at 3x the rate of mid-market. We built an SMB success program.”

Common Misconceptions

Demographics alone define segments. Behavioral and needs-based segments are often more actionable.
More segments equal better targeting. Too many segments create complexity; start with 3-5 meaningful segments.
Segments are static. Users move between segments; track lifecycle progression and segment mobility.

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