Using detailed interviews to build personas

This is the fifth post in my Customer Research series. There are many awesome posts on personas, including this primer by Steve Johnson at Pragmatic Marketing, and this post about how personas serve the CEO and the executive team.  So I am not going to belabor the point.  I’ll simply … Read More

Common ethnographic techniques for market research

This is the fourth post in my Customer Research series. The word “ethnography” has such a grand sound to it.  I’ve seen seasoned executives get intimidated by it. They say things like “Whoa – that’s big agency stuff! We don’t have budget for that!”  To that, my standard response is: … Read More