User research

User research is the methodic study of target users—including their needs and pain points—so that companies have the sharpest possible insights to work with to make the best products. User researchers use various methods to expose problems and product design opportunities, and find crucial information to use in their sales process.

*Modified text from the Interactive Design Foundation Interactive Design Foundation

To illustrate the results of user research, we often create something called user personas. A user persona is a summary of the different characteristics our clients possess: from demographics, to purchasing habits, to motivations and pain points. Identifying one or more or user personas from your target audience can really help you tailor your messaging to them. It can also be super helpful for new members joining your team — they can learn a lot about who they're talking to just by reading a couple of pages in a document!