Who are the people that use our tool?
What are some of the challenges they encounter during their day to day lives?
How might our solution make their lives easier?
Building a deep understanding of the target audience or user base.
Identify opportunities to address challenges faced by specific personas
Insights gathered can support multiple internal efforts: product roadmap, marketing messaging, sales training, etc.
Doesn't collect data from large volumes of people
Time intensive to collect
Analysis of data can be difficult especially if many participants had different or contracting views
