Behavioral Segmentation

Behavioral segmentation is a method for grouping consumers in terms of their relationship with the product or service to be offered: for example, their willingness and readiness to engage, the comfort level they have with online interactions, the support they need, etc.  Researchers conducted in-depth interviews with individuals in three states to explore their relationships to health insurance, their experiences with and attitudes about the enrollment process, and their decision-making.

The Enroll UX 2014 behavioral segmentation will serve as a guide in designing the user experience to ensure that individuals’ needs, desires and preferred methods for engagement are respected and met.

Posted in: Strategy