Behavior Segments deepen our understanding of target users through grouping people together by how they act and behave, rather than by demographic. Usually the segmentations are organized on a framework, and are used to both design for actions, and make decisions on what segment to design for.

We've found that actions are easier to design for, than demographics, which while useful, are generally arbitrary. So instead of designing, for example, a Woman 18-35 who lives in the Pacific Northwest who want to save money, we would conduct research to understand that the design target are people who are at a moment of change in their life, and want to do something (buy a car or house for example) and therefore need to save money.

See also