[IxDA Discuss] (no subject)

[Mark Schraad]

It is important to understand that while we may borrow Marketing  
research (and importantly different discipline from Market research)  
marketers have very different goals and objectives than designers.  
Bringing marketers in to substantiate segments (not by the way  
determined by demographics) is very helpful. But Marketing research  
is typically shallow. Design research must go deeper to reveal the  
"why", thus the interest in ethnography, personae, scenarios and task/ 
activity analysis/

Mark


On Jan 24, 2007, at 10:49 PM, Steve O'Connell wrote:

> Yes your mileage with marketing will vary, like all teams some are  
> on the
> ball and others aren't. That said, most of the companies I've  
> worked with
> know the demographics they sell to or at least the leading  
> candidates - such
> that target personas can readily be identified. Its not a total  
> solution but
> generally a good starting point.
>
> Cheers,
>
> Steve
>
>
> On 1/24/07, steve greenspan <steveg72 at mac.com> wrote:
>>
>> I've been working with marketing teams for many years, in part to
>> understand customer requirements (I have also conducted my own market
>> research).  Unfortunately, many marketing organizations understand
>> their distribution channels better than they understand their end
>> users.  Customer visits with the sales channels and with end users
>> are very good if they can be arranged.  Also, useful is writing
>> personas and asking marketing for feedback .
>>
>> best wishes,
>>
>> Steve
>>