User Research: The Place of Personas in Qualitative Research
Renewed enthusiasm for Qualitative
Mixing face-to-face & digital or not, individual & collective collections, the relevance of Qualitative User Research comes precisely from the multiplicity of modes of conversation and the wealth of insights that it allows to decipher, and initiatives that it allows to test.
Its promise and richness: plurality.
Plurality of contributors, interviewees, respondents...
Plurality of fields, frames of reference, and points of view…
Plurality of interviewers: journalists, social psychologists, ethnologists, researchers...
Plurality of conversational modes: open interviews, focus groups, semi - directive interviews, workshops, ethnographic meetings, design thinking workshops...
Plurality of deliverables: reports, videos, articles, white papers, reports...
To activate the kaleidoscope of User Research in order to decipher tomorrow’s challenges, identifying gaps to be filled or build innovative solutions, there is no miracle recipe but a structured process mixing several pinches of multicultural talents, a few doses of requirement, and a overflow of passion...
Why build personas in B2B?
The persona is a fictional character representing a target segment. With a first name and a few social and usage characteristics: purchase journey, attitudes, expectations, pain points, the persona is used when designing a product or service.
So personas, what for? In B2B, the interest of building personas is obvious. Given an indirect sales channel, the Client or User is often far from Design Labs. In this context, personas make it possible to model targets and script pathways in order to optimize them.
7 questions to ask yourself to define your personas:
Who-What-What-How-Why-Where-When.
Do you have 10 minutes? Book a moment with our Experts to discover how personas contribute to the success of your projects.
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