[IxDA Discuss] (no subject)

[Steve O'Connell]

I'm certainly not advocating regurgitating marketing research wholesale, but
they should know who it is that is buying a given product. If a team is
reluctant to reduce their target users from *everyone*, market research
data should readily be able to show that certain groups of people spend more
money on the product than others and it certainly wouldn't hurt to start a
target user / persona effort looking at these people. That's not to exclude
other users from the product, but if you concentrate your focus on everybody
then you focus on nobody.

Cheers,

Steve

On 1/24/07, Mark Schraad <mschraad at mac.com> wrote:
>
> 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
>
>