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Study What Your Customers Do

What do your customers do online, offline, and on your Web site? In creating the map example of the preceding section, you could have asked your customers, “What kinds of places do you look up on Web sites that provide maps?” Or you could look at the Web server log files to see which destinations customers are typing in. Or you could approach this research as ethnographic and visit customers. When you observe your customers, they will reveal things they might not even realize they're doing. (See Chapter 3—Knowing Your Customers: Principles and Techniques for an overview of techniques for understanding customer needs, including interviews, ethnographic observations, and surveys.)


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