CHAPTER 15 Others’ Hard Work: Published Information and Consultants
Not all research has to be done from scratch. You can find out about important aspects of your audience without resorting to doing research from first principles. The judicious use of published information and consultants can save time, energy, and (occasionally) money when trying to know your audience and understand how they experience your product. It’s even possible to get information that would not be feasible to collect on your own.
There are a number of reasons for going outside your company walls to acquire audience knowledge. Obviously you can often save money and time by going to external sources if the information you’re interested in is readily available, but it’s ...
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