Cohort Analysis

Cohort analysisglossary×Cohort AnalysisCohort analysis groups users based on shared characteristics to analyse how those groups behave over time.Open glossary term→ is a quantitative UX and product method used to group users based on shared characteristics and track their behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ over time.

A cohort might be users who signed up in the same week, used a featureglossary×FeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term→ for the first time, or came from a specific channelglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→.

Instead of looking at all users as one group, cohort analysisglossary×Cohort AnalysisCohort analysis groups users based on shared characteristics to analyse how those groups behave over time.Open glossary term→ shows how behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ changes across different groups and over time.

The goal is to understand retentionglossary×RetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term→, engagementglossary×EngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term→, and the impact of changes on different user segments.

Use this method when time and behaviour patternsglossary×Behaviour PatternA behaviour pattern is a repeated way in which users interact with a product or system.Open glossary term→ matter.

It is most useful when:

Set up properly.

Before you start, be clear on how cohorts are defined, what behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ or metric you want to track, and what time period you will analyse.

Ensure dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ is consistent and aligned across cohorts.

Run the method.

Cohort analysisglossary×Cohort AnalysisCohort analysis groups users based on shared characteristics to analyse how those groups behave over time.Open glossary term→ is structured and comparative.

Group users into cohorts based on shared characteristics. Track behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ over time for each cohort. Measure metrics such as retentionglossary×RetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term→, engagementglossary×EngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term→, or conversion. Compare performance between cohorts. Identify trends and changes over time.

Focus on differences between groups rather than overall averages.

Capture and make sense of it.

The value comes from understanding patternsglossary×PatternA reusable solution to a common design problem.Open glossary term→ over time.

Look across dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ to identify retentionglossary×RetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term→ trends, differences between cohorts, impact of product or design changes, and long-term behaviour patternsglossary×Behaviour PatternA behaviour pattern is a repeated way in which users interact with a product or system.Open glossary term→.

Use this to guide improvements and decision-makingglossary×PrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term→.

Focus on:

Most issues come from:

If cohorts are not meaningful, the insightglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→ will not be either.

Done properly, this method gives you:

If this sounds like something you need, we can help you understand how different users behave over time and what drives retentionglossary×RetentionRetention measures how well a product keeps users over time by continuing to deliver value. It is a key indicator of product success and long-term viability.Open glossary term→.

No guesswork. No assumptions. Just clear insightglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→ you can act on.