Audience Segmentation

I've been reading Peter Merholz's blog for a couple years, and I still enjoy it. Where else could you get a travelogue of a trip through the Pyrenees and using audience segmentation for information architecture? The latter article covers one of the basic conundrums of IA -- how to come up with the categories that people will recognize as matching what they're looking for. One of Florida State University's sites provides a great example of navigation based on audience segmentation. In some cases it's irritating, because you suspect that the information you want is behind one of the labels, but none (or several of them) apply to you. We struggled with the same issue in the last revision of the Bridges site, opting for a sort of hybrid that I thought was ok, but apparently it's getting overhauled yet again.