David Evans Ph.D. instructor at the University of Washington's MCDM program and Founder of Psychster Inc talks about the psychology of your user at the Emerging Media Conference in San Francisco 2001. Download the presentation and/or watch videos from this and other presentations from EmMeCon at http://wappow.com/resources/videos

1. Anticipating Users

2. Individual Differences

3. Psychographic Segmentation Data: 1-5 ratings of how much people need every feature of your media Status updates/photos Info/news App content Profile management Factors: Groups of related features Clusters: Groups of similar people

4. Facebook Segmentation Cruisers/App Users Impression Managers Info-only/Spectators Offline Networkers Update Junkies Factors: Status updates/photos Info/news App content Profile management Networking Privacy Interest groups

5. Psychographic Segments

6. Take Action Quiz everyone http://bit.ly/grwoVI Predict the rest Put it in your company DNA Satisfy all segments Target, target, target email newsletters advertisements features