We build Personas based on their behaviours, with consumption variables defined by Product and UX and then tracked by the BA team quarterly.
This segmentation helped to frame the research studies from the screening to the sensemaking of the data collected that helped us to link the behaviour of our users with core business metrics such as the revenue or the churn of each segment.
Based on this model, we started to work on strategic research questions such as which segment was more beneficial for the business or how could we move our users to a more profitable situation in the matrix.
