The PM's Guide to Identifying & Segmenting Product Users

Product Managers (PMs) must define who will be their customers, primary and secondary users. Segmentation is the process of dividing existing or/and potential customers, into sub-groups (called as segments) based on their shared characteristics. This process looks for commonality amongst users based on needs, interests, behaviours, or even demographic profiles. The ultimate aim is to identify high yield segments that are likely to be the most profitable or have high growth potential so that these can be prioritized while building or improving products.