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4/24/12 Power of Personas For Product Success
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4/24/12 Power of Personas For Product Success

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"Personas are the foundation of a great user experience and the Global Product Management Talk facilitates an excellent opportunity to discuss how to socialize personas throughout the entire product ...

"Personas are the foundation of a great user experience and the Global Product Management Talk facilitates an excellent opportunity to discuss how to socialize personas throughout the entire product management process,” says Eric V. Holtzclaw @eholtzclaw CEO of User Insight

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    4/24/12 Power of Personas For Product Success 4/24/12 Power of Personas For Product Success Document Transcript

    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw, CEO @UserInsight Power of Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yr Eric V. Holtzclaw, CEO of UserInsight, highlighted the power of persona data and contrasted it to the results of using traditional demographic information on April 24, 2012 on the Global Product Management Talk using the hashtag #prodmgmttalkINTROToday, the terms “User Types” or “Personas” are prevalent in the productdevelopment, marketing and research realms. But how do we create real, durablepersonas and what is the true value of personas for product managers andmarketers? Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you.@prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 1
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw, CEO @UserInsight Power of Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrEach week, The Global Product Management Talk features an expert guest speaker who asks questions ofthe participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their commentsover BlogTalkRadio. The transcript of Tweets and podcast are available after the live event.Host, Cindy F. Solomon @CindyFSolomon was joined by co-host Lisa Winter @lisaw1  Podcast: http://bit.ly/HOiB6D  Links: http://bit.ly/I6ZEixABOUT ERIC V. HOLTZCLAWAs Chief Executive Officer of User Insight, Eric identifies strategic service offerings and overseesoperational excellence and innovation across the business. Eric’s 20+ years of experience includes work fora variety of successful Atlanta startup companies including GeoMedica, Information America, OneCoastand Prime Financial Services. He served as a key leader at both Silicon Graphics and CyberSource in thedeployment of professional services organizations. In each of these endeavors, Eric played a leading role inbuilding teams to execute product development or maintain company infrastructure and operations. Eric hasbeen responsible for the successful launch and support of more than thirty consumer-oriented and internal-use products and services throughout the United States, Canada, the United Kingdom and Saudi Arabia. Inaddition to his work at User Insight, Eric has served on the HCI Advisory Board for Georgia Tech, taughtand mentored local university students through User Insightʼs educational partnerships, is an active memberof Toastmasters International and teaches classes through MUST ministries. A strong supporter of the userexperience industry and burgeoning entrepreneurs, Eric also works closely with Georgia Tech students toevaluate their research projects and serves as a mentor to several Atlanta entrepreneurs.QUESTIONS FOR DISCUSSIONQ1 What types of data do you use to inform product decisions?Q2 What types of data has been the most useful to you as you make product decisions?Q3 Where are the holes or inadequacies in the data that youre currently using or have used in thepast? What do you wish that you could see from your data?Q4 What types of information would you like to know about your customers?Q5 In your experience, is demographic and/or segmentation data sufficient info. for you to move-forward with your product development.Q6 When have you used qualitative data (one-on-one user interviews) and how did you use it? Whatdid it do for you?Q7 Have you ever used personas or persona data?Q8 Whats your definition of a persona? And, whats your take on their place/value in the producedevelopment lifecycle?Q9 Once you have good data (persona or otherwise) that you want to use and share within yourorganization how do you/how have you shared it?Q10 What are some of the barriers we need to overcome to share valuable data with all keypeople/departments that would benefit from the data? Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 2
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrTWEET CHRONOLOGYJoin Global Product Management Talk! http://linkd.in/jRmwRxNever participated in a twitter chat? FAQs http://t.co/Qr2s1o0OLearn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZfloLearn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSfStacyShade RT @cindyfsolomon: April 24, 2012: Eric V. Holtzclaw The Power of Personas ForProduct... http://t.co/gIYCsl5R#prodmgmttalk #twvt -7:57 AM Apr 19th, 2012oed4smallbiz RT @cindyfsolomon: 4/24, : Eric V. Holtzclaw, CEO @userinsight The Power of Personas ForProduct...http://t.co/yn8shikz #prodmgmttalk #twvt -8:09 AM Apr 19th, 2012compellingmktr RT @cindyfsolomon: Check out "Global Product Management Talk @ProdMgmtTalk " on Apr 24th.RSVP athttp://t.co/TJ7K1gP1 #prodmgmttalk -8:27 AM Apr 19th, 2012ProdMgmtTalk #ProdMgmtTalk Tuesday: Power of Personas & Qualitative Research w/EricHoltzclaw @eholtzclaw CEO@UserInsight http://b…http://t.co/g9Yltloi -7:26 AM Apr 23rd, 2012hmdelcastillo Jun 4-7, McLean, VA: Are you ready for your @aipmm #prodmgmt or #prodmktg certification? For info:http://t.co/SttLMKQ3 #prodmgmttalk -11:35 AM Apr 23rd, 2012eholtzclaw RT @ProdMgmtTalk: #ProdMgmtTalk Tuesday: Power of Personas & QualitativeResearch @UserInsighthttp://b…http://t.co/2ScCJjVO -12:38 PM Apr 23rd, 2012MacMyDay Still wont be able to join today, but I endeavour to join again in the coming weeks. #prodmgmttalk -3:47 PMApr 23rd, 2012ErikaLAndersen Join me at "Global Product Management Talk @ProdMgmtTalk #ProdMgmtTalk on Apr 24th. RSVPathttp://t.co/l5PubA5u #prodmgmttalk #twvt -3:58 PM Apr 23rd, 2012shardulmehta If youre in #innovation, you want to be at#PCampDC on 5/5. http://t.co/2040sxes#prodmgmt #dctech#ProdMgmtTalk -6:31 PM Apr 23rd, 2012Spadha RT @shardulmehta: If youre in #innovation, you want to be at #PCampDC on5/5. http://t.co/2040sxes #prodmgmt#dctech #ProdMgmtTalk -6:47 PM Apr 23rd, 2012cindyfsolomon "Its all about the PRODUCT" Says Oren Zeev #prodmgmt #startup #prodmgmttalk Instagram justified,reason for excitement #IsraelTech -6:52 PM Apr 23rd, 2012cindyfsolomon Join me at @productsarehard in SF on May 1! http://bit.ly/IPV0DZParticipate today using hashtag #prodmgmttalk for 20% discount! -11:30 AM Apr 24th, 2012ProdMgmtTalk Please Retweet: In 1 hour! Power of Personas For Product Success w/ @EHoltzclaw @UserInsighthttp://t.co/FrpOPSme #prodmgmttalk #prodmgmt -11:46 AM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 3
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrjohnnewbury Will be tuning into #prodmgmttalk radio in 60 mins.@eholtzclaw discusses how to use personas for productsuccesshttp://t.co/7geGeOK0 -11:59 AM Apr 24th, 2012cindyfsolomon Excellent John! Look forward to your #ProdMgmtTalkparticipation today! Alwaysgreat #prodmgmt tweets@johnnewbury http://t.co/NxcyQbOm -12:02 PM Apr 24th, 2012coconuteclipse Cant wait for todays "Global Product Management Talk" - starts in 30minutes! @ProdMgmtTalk @UserInsight#ProdMgmtTalk #prodmgmt #career -12:31 PM Apr 24th, 2012eholtzclaw Checking my mic for #prodmgmttalk - Join us in 30 minutes! We will be talking about personas. #ux -12:31PM Apr 24th, 2012ProdMgmtTalk Touching base w/ @lisaw1 joining us as co-host today to talk w/ @EHoltzclaw about Personas forProduct Success!#prodmgmttalk -12:37 PM Apr 24th, 2012ProdMgmtTalk Todays questions for discussion about Personas for Product Success:http://t.co/lF8dcM4D #prodmgmt #UX#prodmgmttalk -12:39 PM Apr 24th, 2012askthePM RT @ProdMgmtTalk: Todays questions for discussion about Personas for Product Success:http://t.co/lF8dcM4D #prodmgmt #UX #prodmgmttalk -12:41 PM Apr 24th, 2012lisaw1 Testing test! #prodmgmttalk -12:47 PM Apr 24th, 2012lisaw1 RT @ProdMgmtTalk: Awesome! RT @eholtzclaw: Checking my mic for #prodmgmttalk - Join us in 30 minutes!We will be talking about personas. #ux #prodmgmttalk -12:55 PM Apr 24th, 2012lisaw1 @ProdMgmtTalk Looking forward to co-hosting todays session w/ @EHolzclaw about personas for ProductSuccess! #prodmgmttalk -12:57 PM Apr 24th, 2012ProdMgmtTalk Join Global Product Management Talk!http://t.co/2SwZRb9y Never participated in twitter chat? FAQshttp://t.co/AuZ0fHg1 #prodmgmttalk -12:59 PM Apr 24th, 2012ProdMgmtTalk Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/EBe91eUW#prodmgmttalk -12:59 PM Apr 24th, 2012ProdMgmtTalk Welcome to our speaker @eholtzclaw CEO @UserInsights #prodmgmttalk -1:06 PM Apr 24th, 2012ProdMgmtTalk terms “User Types” or “Personas” are prevalent in the product development, marketing and researchrealms. #prodmgmttalk -1:06 PM Apr 24th, 2012ProdMgmtTalk But how do we create real, durable personas and what is the true value of personas for productmanagers and marketers? #prodmgmttalk -1:06 PM Apr 24th, 2012ProdMgmtTalk Personas help really & truly understand your customer at core, ecosystem #Prodmgmt #prodmgmttalk -1:08 PM Apr 24th, 2012ProdMgmtTalk @lisaw1 asked "how do you go about creating personas?" #prodmgmttalk -1:08 PM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 4
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcompellingmktr RT @ProdMgmtTalk: Personas help really & truly understand your customer at core, ecosystem#Prodmgmt #prodmgmttalk -1:09 PM Apr 24th, 2012MyBizMarketer RT @ProdMgmtTalk: Welcome to our speaker@eholtzclaw CEO @UserInsights #ProdMgmttalk -1:09PM Apr 24th, 2012ProdMgmtTalk Our speaker @EHoltzclaw discussing qualitative research while talking w/users & map to patterns in 18interviews: 2-3 days #prodmgmttalk -1:09 PM Apr 24th, 2012ProdMgmtTalk RT @MyBizMarketer: RT @ProdMgmtTalk: Welcome to our speaker @eholtzclaw CEO @UserInsights#ProdMgmttalk -1:09 PM Apr 24th, 2012ProdMgmtTalk Welcome @MyBizMarketer @Compellingmktr @askthePM todays resources http://t.co/34JQB9hW#prodmgmttalk -1:10 PM Apr 24th, 2012Johnnewbury Ethnographic (in depth) approach seems to be the only way weve been able to build true userpersonas.#prodmgmttalk -1:11 PM Apr 24th, 2012ProdMgmtTalk @EHoltzclaw we forget how people use products and beyond our products #prodmgmttalk -1:11 PM Apr24th, 2012ProdMgmtTalk @johnnewbury Yes, really need to get into the customers environment to watch them to build predictivepatterns later #prodmgmttalk -1:12 PM Apr 24th, 2012ProdMgmtTalk RT @johnnewbury: Ethnographic (in depth) approach seems to be the only way weve been able to buildtrue user personas. #prodmgmttalk -1:12 PM Apr 24th, 2012compellingmktr Is your approach to developing user personas different for businesses v. consumers #prodmgmttalk -1:12 PM Apr 24th, 2012MyBizMarketer RT @johnnewbury: Ethnographic (in depth) approach seems to be the only way weve been able to buildtrue user personas. #ProdMgmttalk -1:12 PM Apr 24th, 2012ProdMgmtTalk @EHoltzclaw says can predict answers if enough questions and research have been done#prodmgmttalk -1:13 PM Apr 24th, 2012MyBizMarketer RT @compellingmktr: Is your approach to developing user personas different for businesses v.consumers #ProdMgmttalk-1:13 PM Apr 24th, 2012ProdMgmtTalk @lisaw1 asking if uncovered any surprising insights that didnt expect based on what customers saidabout them?#prodmgmttalk -1:14 PM Apr 24th, 2012ProdMgmtTalk @compellingmktr Thanks for question! @EHoltzclawtalking about forgetting preconceived ideas even ifdone similar before #prodmgmttalk -1:15 PM Apr 24th, 2012ProdMgmtTalk @compellingmktr @EHoltzclaw says Yes & No: biz have their own persona & people who work thr havesome tenets of that persona #prodmgmttalk -1:17 PM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 5
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk "When we write biz-biz persona, focus on primary buyer for that = buyer persona vs. user persona - mayinfluence each" #prodmgmttalk -1:17 PM Apr 24th, 2012ProdMgmtTalk Need 27-30 interviews to recognize differentiated patterns #Personas #prodmgmttalk -1:19 PM Apr24th, 2012ProdMgmtTalk Important to talk to buyers/users indiv so theyre not influenced or biased to answer certain way. Beginw/18 interviews... #prodmgmttalk -1:19 PM Apr 24th, 2012ProdMgmtTalk You know youre done when you can predict next responses based on patterns - see clustering & howthey map to each other #prodmgmttalk -1:20 PM Apr 24th, 2012compellingmktr Is the act of persona research any different than what #prodmgmt should be doing to understand themarket#prodmgmttalk -1:21 PM Apr 24th, 2012ProdMgmtTalk After created personas, Q1 What types of data do you use to inform product decisions? #prodmgmthttp://t.co/34JQB9hW #prodmgmttalk -1:21 PM Apr 24th, 2012cindyfsolomon RT @compellingmktr: Is the act of persona research any different than what #prodmgmt should be doingto understand the market #prodmgmttalk -1:21 PM Apr 24th, 2012johnnewbury Listening to @Eholtzclaw on #prodmgmttalk. Need minimum 18 user interviews to find patterns that canlead to true user persona #prodmgmttalk -1:21 PM Apr 24th, 2012ProdMgmtTalk RT @johnnewbury: Listening to @Eholtzclaw on#prodmgmttalk. Need minimum 18 user interviews to findpatterns#prodmgmttalk -1:22 PM Apr 24th, 2012johnpeltier RT @prodmgmttalk: Need 27-30 interviews to recognize differentiated patterns #Personas #prodmgmttalk -1:22 PM Apr 24th, 2012ProdMgmtTalk @compellingmktr Excellent question! Used to be usability was more important - now @EHoltzclaw sayswere breaking models #prodmgmttalk -1:22 PM Apr 24th, 2012ProdMgmtTalk #ProdMgmt have to predict what users will do that havent yet - what do they expect from us as a brand?#prodmgmttalk -1:23 PM Apr 24th, 2012ProdMgmtTalk Welcome @JohnPeltier! Todays resources http://t.co/34JQB9hW #prodmgmttalk -1:24 PM Apr 24th,2012ProdMgmtTalk Closer persona is to context, least likely they are to change - capture people in transition betwpersonas...discussing banks #prodmgmttalk -1:24 PM Apr 24th, 2012ProdMgmtTalk Banks have nothing to do w/lifestage - all about convenience: neighborhood ATM & branch - diff messagenew personas: online... #prodmgmttalk -1:25 PM Apr 24th, 2012ProdMgmtTalk Must have best online tools if online convenience important for banking OR need personal bankingw/good phone voice - 3 dif #prodmgmttalk -1:26 PM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 6
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk Disruption in tech best time to re-look at your personas - will be huge change in how using tech & prodwhen world disrupted #prodmgmttalk -1:27 PM Apr 24th, 2012ProdMgmtTalk The earlier persona identification starts pre-product, the better...problem is products for every1 - there isno every1 #prodmgmttalk -1:28 PM Apr 24th, 2012ProdMgmtTalk Must understand brand affinity at incept - cheaper to start at begin: or wont get expected sales or toomany support calls... #prodmgmttalk -1:29 PM Apr 24th, 2012ProdMgmtTalk Tweeters: Q2 What types of data has been the most useful to you as you make productdecisions? #prodmgmttalk-1:30 PM Apr 24th, 2012ProdMgmtTalk Must understand why people buy from you - its not like Don Draper, CAN NOT SELL PEOPLEANYTHING! only enable them to buy... #prodmgmttalk -1:31 PM Apr 24th, 2012ProdMgmtTalk Dont want to violate brand affinity - must respect peoples choices/comfort - they know what they wishproducts could do #prodmgmttalk -1:32 PM Apr 24th, 2012ProdMgmtTalk A2: Customers come with "what data" @UserInsightlooks at Why and How they behave - look at overallinfluential group #prodmgmttalk -1:33 PM Apr 24th, 2012ProdMgmtTalk Old segmentation breakdown of data doesnt help - instead look at who is using & their influence on restof ecosystem#prodmgmttalk -1:34 PM Apr 24th, 2012cindyfsolomon Thank you @AIPMM for sponsoring todays#ProdMgmtTalk ! -1:34 PM Apr 24th, 2012cindyfsolomon RT @ProdMgmtTalk: Old segmentation breakdown of data doesnt help - instead look who using &influence on rest of ecosystem #prodmgmttalk -1:35 PM Apr 24th, 2012johnnewbury Why? and how? are the 2 most useful questions in building user personas. Listeningto @Eholtzclaw on #prodmgmttalk-1:35 PM Apr 24th, 2012cindyfsolomon RT @johnnewbury: Why? and how? are the 2 most useful questions in building user personas.Listening to @Eholtzclaw on #prodmgmttalk -1:35 PM Apr 24th, 2012SeattleKG RT @johnnewbury: Why? and how? are the 2 most useful questions in building user personas. Listeningto @Eholtzclawon #prodmgmttalk -1:37 PM Apr 24th, 2012ProdMgmtTalk Focus groups based on demographics & segmentation: dont really know who was in the room accurately- same drivers? #prodmgmttalk -1:38 PM Apr 24th, 2012ProdMgmtTalk Have to appreciate group bias which destroy focus group results - @EHoltzclaw talks about qualitativeresearch#prodmgmt #prodmgmttalk -1:39 PM Apr 24th, 2012NomadicPm @prodmgmttalk just made it! Q: How do product managers evangelize the importance of personas within acompany at all levels. #prodmgmttalk -1:40 PM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 7
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrProdMgmtTalk @Lisaw1 asking @EHoltzclaw great questions: cant change users or spenders behavior - mustrecognize extreme couponers spend $ #prodmgmttalk -1:40 PM Apr 24th, 2012ProdMgmtTalk Theres persona DNA says @EHoltzclaw after much qualitative researcher - users cannot identify theirown core behaviors #prodmgmttalk -1:41 PM Apr 24th, 2012ProdMgmtTalk Welcome @NomadicPm: @prodmgmttalk just made it! #prodmgmttalk -1:43 PM Apr 24th, 2012ProdMgmtTalk @NomadicPm Excellent Question & difficult for#prodmgmt to evangelize importance of personas w/in alllevels of biz #prodmgmttalk -1:44 PM Apr 24th, 2012ProdMgmtTalk @EHoltzclaw puts out research w/examples for like industries - Personas are like loaded gun - eitherdont use or shoot selves #prodmgmttalk -1:44 PM Apr 24th, 2012ProdMgmtTalk Socialization exercises given by @EHoltzclaw to help comps understand how personas actually look fromcorrect perspective #prodmgmttalk -1:45 PM Apr 24th, 2012ProdMgmtTalk Must understand questions that product experts wouldnt even begin to ask....Personas provideactionable briefs to build from #prodmgmttalk -1:46 PM Apr 24th, 2012ProdMgmtTalk Slippery slope to decision window - so many alternate product selections - have 1 second to grab or losecustomer forever #prodmgmttalk -1:47 PM Apr 24th, 2012ProdMgmtTalk @lisaw1 asking about @EHoltzclaw s influencers & who is doing it right... #prodmgmttalk -1:48 PM Apr24th, 2012ProdMgmtTalk Tipping Point and Blink - Malcolm....Steve Jobs devotion to perfection even close to launch would startover, very brave #prodmgmttalk -1:49 PM Apr 24th, 2012ProdMgmtTalk #ProdMgmt must be constantly curious to solve problems & how you CAN do something - must haveunbiased conversation w/users #prodmgmttalk -1:51 PM Apr 24th, 2012cindyfsolomon RT @userinsight: Customers come with what data@userinsight looks at Why & How they behave - lookat overall influential group #prodmgmttalk -1:52 PM Apr 24th, 2012ProdMgmtTalk @EHoltzclaw says personas often shortcutted based on profile info - listen more & talk less to get betterinsights...#prodmgmttalk -1:53 PM Apr 24th, 2012ProdMgmtTalk Build an X/Y major factor on X, other factor on Y - determine driving patterns for behavior from userscontext & observation #prodmgmttalk -1:53 PM Apr 24th, 2012johnnewbury No secret to building really great user personas - simply a case of listening and taking time tounderstand.@EHoltzclaw on #prodmgmttalk -1:55 PM Apr 24th, 2012ProdMgmtTalk IF you can take 2-3 days time to listen/watch/observe context of users - 1 story or video of struggle isenough for decision #prodmgmttalk -1:55 PM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 8
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrcindyfsolomon @johnnewbury YES! says @EHoltzclaw#prodmgmttalk its not magical - greater value than focus groups-1:55 PM Apr 24th, 2012ProdMgmtTalk Thank you to our speaker! Follow @EHoltzclaw and@UserInsight for more info & blogs now doingresearch in social media #prodmgmttalk -1:57 PM Apr 24th, 2012ProdMgmtTalk Thank you to our co-host @lisaw1 and our sponsor @AIPMM Check out @ProductsAreHard#prodmgmttalk -1:57 PM Apr 24th, 2012compellingmktr RT @johnnewbury:No secret to building great user personas-simply a case of listening & taking time tounderstand.@EHoltzclaw #prodmgmttalk -1:58 PM Apr 24th, 2012compellingmktr Thnks @EHoltzclaw - great discussion on Personas on #prodmgmttalk - really is fundamentalto #prodmgmt success.-1:59 PM Apr 24th, 2012cindyfsolomon RT @compellingmktr: Thnks @EHoltzclaw - great discussion on Personas on #prodmgmttalk - really isfundamental to#prodmgmt success. -2:00 PM Apr 24th, 2012cindyfsolomon Thank you for co-hosting #ProdMgmtTalk @lisaw1Thank you for speaking & excellent insights onpersonas! @eholtzclaw @userinsight -2:03 PM Apr 24th, 2012lisaw1 Thx @eholtzclaw for being our guest on todays #prodmgmttalk! And really enjoyed the conversation:) -2:03 PMApr 24th, 2012lisaw1 Thx @cindyfsolomon for having me as co-host! It was fun:)#prodmgmttalk & thanks to all our listeners! Have agreat rest of the day! -2:05 PM Apr 24th, 2012ProdMgmtTalk Todays quickie stats: 115 tweets generated 167,867 impressions, reaching an audience of 14,788followers #prodmgmttalk -2:05 PM Apr 24th, 2012ProdMgmtTalk Thank you to this weeks sponsor @AIPMM Association of International Product Marketing &Management http://t.co/0vIDTERK #prodmgmttalk -2:06 PM Apr 24th, 2012eholtzclaw RT @lisaw1: Thx @eholtzclaw for being our guest on todays #prodmgmttalk! And really enjoyed theconversation:) <- me too! Thanks! -2:06 PM Apr 24th, 2012ProdMgmtTalk RT @eholtzclaw: @lisaw1: Thx @eholtzclaw for being on todays #prodmgmttalk! And really enjoyed theconversation:) <- me too! Thanks! -2:07 PM Apr 24th, 2012cindyfsolomon RT @eholtzclaw: @lisaw1: Thx @eholtzclaw for being on todays #prodmgmttalk! And really enjoyed theconversation:) <- me too! Thanks! -2:07 PM Apr 24th, 2012cindyfsolomon RT @ProdMgmtTalk: Todays quickie stats: 115 tweets generated 167,867 impressions, reaching anaudience of 14,788 followers #prodmgmttalk -2:08 PM Apr 24th, 2012aipmm RT @ProdMgmtTalk: Todays quickie stats: 115 tweets generated 167,867 impressions, reaching an audience of14,788 followers #prodmgmttalk -2:08 PM Apr 24th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 9
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9Yrjohnnewbury @lisaw1 @compellingmktr @cindyfsolomon @userinsight @SeattleKG @MyBizMarketer Thank you for theRTs and follows. What a great #prodmgmttalk! -2:08 PM Apr 24th, 2012ProdMgmtTalk Todays transcript of tweets available shortly here:http://t.co/K40QDlCh Scroll to bottom & readup! #prodmgmttalk-2:09 PM Apr 24th, 2012ProdMgmtTalk Please Follow Us on BlogTalkRadio http://t.co/rgVn1HbN to get reminders for upcoming #prodmgmtevents, talks, trainings! #prodmgmttalk -2:10 PM Apr 24th, 2012ProdMgmtTalk Like Us on Facebook http://t.co/ppUFX3Kv Join Us on LinkedIn http://t.co/2SwZRb9y #prodmgmttalk -2:10 PM Apr 24th, 2012ProdMgmtTalk Speaker Schedule http://t.co/xJ9kLkSb Listen on iTunes http://t.co/j02YmpOL AndroidApp http://t.co/4owvOjDz #prodmgmttalk -2:10 PM Apr 24th, 2012coconuteclipse RT @eholtzclaw: RT @lisaw1: Thx @eholtzclaw for being our guest on todays #prodmgmttalk! Andreally enjoyed the conversation:) <- me too! Thanks! -2:11 PM Apr 24th, 2012ProdMgmtTalk Newsletter http://t.co/3bSifQnj Recaps http://t.co/Vpu05U2Z Reach a global audiencehttp://t.co/h20sUjdo #prodmgmttalk -2:11 PM Apr 24th, 2012MyBizMarketer Thank you, yes, great #prodmgmttalk! @johnnewbury @lisaw1 @compellingmktr @cindyfsolomon@userinsight @SeattleKG @MyBizMarketer -2:18 PM Apr 24th, 2012ProdMgmtTalk Love being a #prodmgmt? Meet other Product People! Contact @CindyFSolomon Join StartUP ProductTalkshttp://t.co/etwezE1C #prodmgmttalk -2:19 PM Apr 24th, 2012ProdMgmtTalk View transcripts from previous Global Product Management Talks: http://t.co/kD28tG97 ListeniTunes:http://t.co/j02YmpOL #prodmgmttalk -2:24 PM Apr 24th, 2012ProdMgmtTalk Contact @ProdMgmtTalk for discount to join @CindyFSolomon and @hmdelcastillo May 1 in SFfor@ProductsAreHard #PAH12 #prodmgmttalk -2:33 PM Apr 24th, 2012NomadicPm RT @johnnewbury: Why? and how? are the 2 most useful questions in building user personas. Listeningto @Eholtzclaw on #prodmgmttalk -7:49 AM Apr 25th, 2012compellingmktr RT @NomadicPm: RT @johnnewbury: Why? and how? are the 2 most useful questions in buildinguser personas.@Eholtzclaw on #prodmgmttalk -8:15 AM Apr 25th, 2012Robert_Eaton RT @johnnewbury: Why? and how? are the 2 most useful questions in building user personas. Listeningto @Eholtzclawon #prodmgmttalk -8:34 AM Apr 25th, 2012jshuey 3 Simple Questions about Product Management - 1 of 3: What Market is this Product or Servicefor? #ProdMgmtTalk -8:56 AM Apr 25th, 2012johnnewbury @NomadicPm @Robert_Eaton Thank you for the RTs - another great session with #prodmgmttalk -9:38AM Apr 25th, 2012 _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 10
    • Transcript from April 24, 2012: Global Product Management Talk Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight Personas For Product Success Leveraging The Qualitative Research Process for Identifying Unique, Evidence-based Personas MAIL: http://bit.ly/ouZN8J FB:http://on.fb.me/ncKUD8 Site: http://bit.ly/dESAcb Hear: http://bit.ly/nbw9YrThank you Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight for SPEAKING today! Thankyou Lisa @lisaw1 for co-hosting!Today’s stats: 115 tweets generated 167,867 impressions, reaching an audience of 14,788followers Today’s Podcast: http://bit.ly/HOiB6D and Links: http://bit.ly/I6ZEixFollow These Awesome tweeters! @EHoltzclaw @UserInsight @johnnewbury @lisaw1@NomadicPm @compellingmktr @cindyfsolomon @SeattleKG @MyBizMarketer @Robert_Eaton@jshuey @coconuteclipse @JohnPeltier @prodmgmttalk @aipmm @StacyShade @oed4smallbiz@MacMyDay @ErikaLAndersen @hmdelcastillo @Spadha @shardulmehtaPlease visit our sponsor @AIPMM http:/www.aipmm.comJoin us next week April 30, 2012: Paul Sherman @PJSherman of ShermanUX Discusses TheRole Of Personas, Design Briefs, Stories, Storyboards, And Wireframes In The ProductManagement Lifecycle Process Follow for Reminders! http://bit.ly/nbw9Yr Global Product Management TalkTM is a weekly mini-product camp Socraticdiscussion of pre-posted questions with live audio of thought leader and co-hostscommenting. Converse with us #prodmgmttalk http://bit.ly/i4EihK Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr Like Us on Facebook http://on.fb.me/lR0RNP Join Us on LinkedIn http://linkd.in/jRmwRx Speaker Schedule http://t.co/R3OL7BDj Listen on iTunes http://bit.ly/silH98 Android App http://bit.ly/tEeWFx Newsletter http://t.co/IVVFirUe Recaps http://bit.ly/slnpP2 Blog http://bit.ly/eOFmB6 Reach a global audience http://t.co/XTteZ8AWFor Product Managers that don’t get a chance to leave their desk and participate in ProductTalks in person, we’ve brought Product Talks to you via podcast and twitter #prodmgmttalk _______________________________________________________________________________________________ Please visit our sponsor The Association of International Product Marketing & Management http://www.aipmm.com Sponsor us http://bit.ly/gF0Tt3 Thank you. @prodmgmttalk #prodmgmttalk http://www.prodmgmttalk.com/ 11