There are a number of methods which help to define who the main users are and keep them at the heart of the design and development process.

Market segmentation is one of the key approaches to defining and targeting specific markets. Dividing a market into distinct groups of buyers enables the planning of product mixes, platforms and portfolios to maximise design inclusion.

Effective market segmentation

• Improves understanding of the customer base
• Provides a clear classification of the customers
• Enables the generation of a targeted product portfolio that responds to the needs of the market place
• Helps gauge a company's market position relative to the competition
• Leads to the effective fine tuning of marketing strategies

Market segments can be brought to life through personas. For further details on market segmentation, see the Categorising users section within Knowledge & tools.