Daniel Palay

My views on competitive positioning are largely stolen from Andy Raskin. Rather than repeat that which I've "adopted" from his writing, I'd suggest looking them up (Linke...

This isn't about avoidance or red flags, but what I consider the single most important behavioral question to ask, whether you are the one interviewing or the one being i...

Mary's answer is very good, and comprehensive, and many would do well to simply follow it. For those who enjoy a slightly more spirited debate on the nuances of persona d...

The best structure and format may not, in fact, be a "persona" at all. You have to ask the question: What should each internal stakeholder be using the persona to accompl...

Very straightforward question, with anything but a straightforward answer. They are each distinct... with roughly an 80% overlap with one another. The biggest differences...

In the "real world" this is a function of whose responsibility sales collateral is. If it's product marketing, the answer is simple: Supply new collateral when it's time ...

Well, the way you have it broke down, you seem to be describing a great researcher, a great engineer and a great writer. Three very different, equally important skillsets...

That all depends on the type of research, its purpose and the impact you hope it will have. The most impactful research, for me, has always been primary market research i...

I take a three-dimensional approach to customer segmentation. Within any given "traditional" segment (industry, size, geography, etc.) I look at three things: What proble...

The part I am most experienced with is the business case justification. Indeed, I tend to build business case justifications and personas into a single narrative in order...