Customer-Centered Design: A New Approach to Web Usability

Consumer Demographics

Learning about your most valued customers depends on determining the size and distribution of each identified segment. Groupings may be established on a variety of attributes:

• Age

• Gender

• Income

• Education

• Lifestyle

• Life Stage

• Household Size

• Ethnic and Cultural Background

• Geography

These are traditional groupings and must be used in the context of your more targeted segmentation. They should be incorporated as directional to help give you more insight about your customers. It's dangerous, however, to make too many assumptions based on these demographic designations without actually profiling your high-value consumers through primary research. Those studies will identify your key target segments more succinctly.

Age

Determining the ...