notkunarhópar

Notkunarhópar, literally "usage groups," are categories of individuals defined by how they use products, services, or technologies rather than by their demographics. They are used in market research, product development, UX design, and policy analysis to capture patterns of use.

Notkunarhópar are typically formed from data on usage frequency, intensity, context, channels, and features used. They can be dynamic and overlapping, and may be defined for a single product or across a portfolio. Data sources include surveys, telemetry, transactions, and observational studies.

Typical applications include tailoring marketing messages and product features to different user types, prioritizing design improvements for groups with specific needs, and evaluating digital inclusion and accessibility in public-sector projects.

Advantages include a more behavior-driven understanding of consumers than demographic segmentation. Limitations involve privacy concerns, potential biases in data, changing usage patterns, and the risk of creating rigid stereotypes.

Notkunarhópar are one component of user segmentation and are most effective when combined with other approaches such as personas, ethnographic research, and transactional data to inform decision-making.