When to Refresh Your Segment Map
Signals that your cohorts no longer match how people use the product.
Product launches, pricing changes, and seasonality can age a segment map in weeks. Watch for rising “other” buckets, overlapping definitions, and stakeholders inventing unofficial labels in meetings.
A light refresh cadence—monthly for fast-moving apps, quarterly for steadier products—keeps language shared across product, growth, and support.
Refresh is not a full rebuild. Confirm which segments still drive decisions, prune the rest, and only invent new ones when a new decision needs them.