Designing an appropriate product or service requires to know the targeted markets. Traditionally, market segmentation methods are based on socio-demographic data. In many situations, it is not sufficient enough to elicit relevant segments with clear orientations. We propose here to add usage context data so as to define relevant market segments before leading kansei studies in each segment. The case study of cutting a wood board with a jigsaw tool is taken in order to exemplify how usage context variables may influence segments.