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The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web by Ziv Yaar, Steve Mulder

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6. Generating Persona Segmentation

WITH USER RESEARCH behind you, it’s time to move to the next step, commonly known as “What in the wide webby world do I do with all of this information?”

Imagine, if you will, a pile of rocks. It’s your mission to describe the different types of rocks in this pile. You can do this in many ways, of course. You could organize the rocks by size and then describe each group. You could group them by color or texture. Or you could dust off that geology degree and group them by type (sedimentary, igneous, and so on). Organizing all of these individual rocks into clusters is what segmentation is all about.

Every user of your Web site is unique. But in order to be able to talk about who your users are and to act upon ...

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