Before you can solve a customer’s problem, you need to understand them fully. Use these methods to gather as much information about your customers as possible.
In an ethnographic study, you don’t interview people, but observe them in their everyday environment. This method also makes it possible to observe unconscious activities and routines that would remain unmentioned in an interview.
Surveys scale more easily than interviews and are therefore particularly suitable for testing findings from qualitative interviews with a larger group. Since a survey lacks personal contact and, for example, no questions can be asked, surveys are usually less rich in information.
An empathy map helps us to put ourselves in our persona’s shoes and deal with their perceptions and feelings. These aspects play a big role in understanding our persona’s worldview and non-rational aspects of buying decisions.