I am often perplexed as to why when “user profiles” are developed they often include “marget segments” or variables that the client hopes will magically come out of the research and have little to do with real behaviors or actual interactions with a product or service. Its seems segments are more about people they aim to sell to and not what users are actually doing.

I understand the need to find the right people for research, but often there is too much reliance on finding precisely the right person to map into a segment, when the segments themselves are cold, removed and not based on fact. *sips tea*