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
Typical applications include tailoring marketing messages and product features to different user types, prioritizing design improvements
Advantages include a more behavior-driven understanding of consumers than demographic segmentation. Limitations involve privacy concerns, potential
Notkunarhópar are one component of user segmentation and are most effective when combined with other approaches