There Is No One-Size-Fits-All: Every Group’s Shopping and Use Patterns Are Different

The early years of business and public design revolved around average users, but patterns of exclusion and frustration quickly piled up. Field studies—combining observation, tracking, and interviews—revealed stark behavioral differences within supposedly homogeneous crowds: children climbing for unreachable treats, seniors abandoning aisles too hectic or low, women avoiding sections of stores poorly suited to their shopping style, or newcomers missing information in unfamiliar languages.

Through systematic segmentation, businesses and institutions learned that knowing 'who' was present was as crucial as knowing 'how many' or 'how much.' When product placements were realigned—for instance, placing pet treats at kid or senior-reachable levels, or posting conversion charts for foreign travelers—measurable increases in sales and satisfaction followed. Successful organizations shifted from generic solutions to targeted tweaks based on specific group habits and context. Behavioral research proved that the richest insights—and biggest improvements—come when environments are designed deliberately for each key group present.

Embracing segmentation remains both a science and an art, requiring humility and openness to ongoing learning.

List out all the groups who use or interact with your shop, service, or environment—students, parents, seniors, non-native speakers, etc. Pick one group to observe up-close, then have direct conversations to uncover what frustrates them, what they avoid, or what delights them. Commit to one tailored change based on this feedback—move a product, add a sign, or introduce a new feature—and see how this group’s experience transforms. Adjust as you go and watch retention, engagement, or sales climb. Begin with one group; repeat for others when ready.