I have a client who wants to have conditional content in the product catalogue of their website for each market/user base. The client has a lot of "user bases" and markets, each with different needs, behaviors, attitudes, etc.
Basically, the client would like to see some kind of dropdown menu or selection process that allows the user to select an role/job title from a list. The content will then change depending on which role/job title is selected. This would probably look like a dropdown that that reads, "I am a..." and then lists the options accordingly.
I urged the client to not do this and to work to find a single (if at most three) user that they would like to communicate to and design for.
I couldn't really back my argument up though. What are the UX drawbacks to this kind of conditional selection, if any. I would love to do research on this but the client doesn't have a budget for that. Is there any literature online with details on how to avoid this/handle this situation? Has anyone dealt with a design problem like this?