Don’t Write Off Research

In 2015, I was kicking off a project with a brand-new client. The first meeting started with a series of questions about one topic—the target customer. As the client described their target customer, something seemed off. They had been running a retail business for over 20 years and emphatically described a male buyer as their core customer. “This is who buys,” he said. “And this is who I want to attract.” Having encountered this situation before, our team knew that conducting research would make any future project, such as a website redesign, more valuable to the client’s business. So,...

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