On Nov 25, 2009, at 3:16 PM, Paul Sherman wrote:
IMO Jared black-boxed this step and left a bit too much implicit:
"Then you take the attributes you used in clustering your original
personas and put them on a scale."
There are many ways to create a scale poorly, regardless of whether
you're interviewing or surveying.
Actually, it was the next step where I recommended interviewing.
And I was glossing over this, in that I recommend that it be less of a
straight Q&A interview and more of a discussion, where you then
extract the answers. This takes a skilled interviewer and a good
transcript analyzer, but those are learned, practicable skills.
If you use a discussion method for your interviews, you won't run into
the bias issues that Paul talked about as often.
Jared
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