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Mental Models by Indi Young

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Chapter 4. Define Task-Based Audience Segments

Before you begin any kind of research, you need to decide whom to study. In traditional usability research and marketing studies, this has been determined by demographic or psychographic segmentation. Additionally, personality types like VALS[31] or Myers-Briggs[32] have made up the criteria by which research participants were chosen. While personality types do touch upon behavior,[33] generative research for building mental models requires that you select from groups of people who want to get different things done. Because you will want to tailor your end solutions to fit each audience exactly, grouping audiences by differences in behavior is important. ...

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