A large chemical company wonders what new products are desired by swimming pool owners. How do owners maintain their pools? What chemicals and tools do they use? What issues are associated with them?
User Insight's ethnographic contextual inquiries identify user behaviors and over-arching issues. The motivation for owning a pool appears to have no bearing on the owners' knowledge about or willingness to care for it. By mapping knowledge, willingness and motivation, the client hopes to define personas to guide future product development.
A cruise line wants their website to appeal to thirty-something women with moderate to high incomes. What website experience will appeal to this persona?
User Insight interviews the targeted customer base and reveals that demographics alone are not a true predictor of how the website is used. Three distinct behavioral personas emerge from the interviews, all driven by different motivations for cruise travel. These motivations define the website functions and tailor unique messaging to appeal to three distinct customer personas.
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