customer-research
Customer Research & Personas
Personas based on demographics are useless. Personas based on behaviors, goals, and constraints drive decisions. This skill helps you run interviews, apply Jobs-to-be-Done, and build personas that actually inform your product.
Core Principles
- Personas based on demographics are useless. "34-year-old male marketer" tells you nothing about product design.
- Personas based on behaviors, goals, and constraints drive decisions.
- The goal of research is to discover what users DO, not what they SAY they want.
- Five good interviews reveal 80% of usability issues.
- Jobs-to-be-Done > traditional personas for SaaS product decisions.
Jobs-to-be-Done Framework
A "job" is the progress a user is trying to make in a specific circumstance.
Job statement format: "When I [situation], I want to [motivation], so I can [desired outcome]."
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