Before your user becomes your user, they have to hear about your product somewhere.
Channels and influencers
- Where does your user learn about products like this?
- What sorts of messages do they respond to?
- Who are their influencers or approvers for selecting and buying products like this?
Goals and Purchase Intent
- What need are they trying to meet?
- What do they currently do to meet this need?
- How much time do they spend meeting this need?
- How much money have they spent meeting this need?
- Are they currently looking for a solution to meet this need?
- Do they have special requirements or needs for adopting the product?
- What behaviours/needs/goals predict usage?
- How does this product meet the need?
- How does this product make the user better?
Context of Use
- With whom will they use the product? Virtually, in person, combo?
- Where will they use the product?
- When and how often will they use the product?
- Why will they keep using it over the course of the next few years?
- How will their usage change over the next few months? The next few years?
- What will be different about the user in the next few months? The next few years?