What are task-based audience segments?
Task-based audience segments are, quite simply, groups of people who do similar things. While personality types do touch upon behavior, 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. You want to end up with solutions that match behaviors and philosophies closely rather than with one solution that fits several audiences loosely. Figure out what people want to accomplish, look for differences, and group accordingly. For more information, see page 46 of the print version, page 74 of the digital version.
