Chapter 7. Learn About Your Audience and Users

A user-experience designer friend posted on Facebook as I was writing the intro to this chapter. She was elated because every single one of her current projects had budget for user research. I was so jealous.

In my experience, convincing businesses to spend money on audience and user research is really difficult. Sometimes, they have already made an investment in doing content strategy and just can’t find additional budget.

More commonly, the budget holders just don’t think it’s necessary or valuable. They believe that the company or organization already knows everything it needs to know about its audience. Or they don’t think knowing more than they already do is important.

So this chapter is all ...

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