TOPRelated ReportsPersona Best Practices: Developing Your Customer Research Plan

"Persona Best Practices: Developing Your Customer Research Plan", Forrester Research, Inc., September23, 2004

Valid personas are based on the direct study of target users, typically taking the form of observational field studies. For these studies, researchers travel to the location where users engage with the channel or product that is being designed or redesigned. Companies start this process by reviewing current customer segmentation models. Researchers then identify individual users within each segment and go to their homes or offices or to a retail location to observe and interview them as they try to accomplish their goals.

The above reports are available for purchase at the Forrester Research website

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