What if every conversation with a new interview subject is a whole new conversation?

  • What this means is that your targeting isn’t tight enough. This often happens in the beginning of trying to identify the persona.
  • Step back and ask yourself how else you can sub-segment your target market to tighten it up. See if you can have lots of short conversations with lots more people to help you sub-segment.
  • You will probably end up having several tighter targets, each sharing more nuanced attributes with each other. Now you can recruit a few people per target and look for the sweet spot.
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