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 management process,” says Eric V. Holtzclaw @eholtzclaw CEO of User Insight
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4/24/12 Power of Personas For Product Success
- 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/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 #prodmgmttalk INTRO Today, the terms “User Types” or “Personas” are prevalent in the product development, marketing and research realms. But how do we create real, durable personas and what is the true value of personas for product managers and marketers? 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
- 2. 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 Each week, The Global Product Management Talk features an expert guest speaker who asks questions of the participants on Twitter in a Socratic discussion. The speaker and co-hosts broadcast their comments over 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/I6ZEix ABOUT ERIC V. HOLTZCLAW As Chief Executive Officer of User Insight, Eric identifies strategic service offerings and oversees operational excellence and innovation across the business. Eric’s 20+ years of experience includes work for a variety of successful Atlanta startup companies including GeoMedica, Information America, OneCoast and Prime Financial Services. He served as a key leader at both Silicon Graphics and CyberSource in the deployment of professional services organizations. In each of these endeavors, Eric played a leading role in building teams to execute product development or maintain company infrastructure and operations. Eric has been 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. In addition to his work at User Insight, Eric has served on the HCI Advisory Board for Georgia Tech, taught and mentored local university students through User Insightʼs educational partnerships, is an active member of Toastmasters International and teaches classes through MUST ministries. A strong supporter of the user experience industry and burgeoning entrepreneurs, Eric also works closely with Georgia Tech students to evaluate their research projects and serves as a mentor to several Atlanta entrepreneurs. QUESTIONS FOR DISCUSSION Q1 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 you're currently using or have used in the past? 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? What did it do for you? Q7 Have you ever used personas or persona data? Q8 What's your definition of a 'persona'? And, what's your take on their place/value in the produce development lifecycle? Q9 Once you have good data (persona or otherwise) that you want to use and share within your organization 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 key people/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
- 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/nbw9Yr TWEET CHRONOLOGY Join Global Product Management Talk! http://linkd.in/jRmwRx Never participated in a twitter chat? FAQs http://t.co/Qr2s1o0O Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/nV2DZflo Learn about Tweeting Best Practices and Twitter Talk FAQs http://t.co/8WzU7LSf StacyShade RT @cindyfsolomon: April 24, 2012: Eric V. Holtzclaw The Power of Personas For Product... http://t.co/gIYCsl5R#prodmgmttalk #twvt -7:57 AM Apr 19th, 2012 oed4smallbiz RT @cindyfsolomon: 4/24, : Eric V. Holtzclaw, CEO @userinsight The Power of Personas For Product...http://t.co/yn8shikz #prodmgmttalk #twvt -8:09 AM Apr 19th, 2012 compellingmktr RT @cindyfsolomon: Check out "Global Product Management Talk @ProdMgmtTalk " on Apr 24th. RSVP athttp://t.co/TJ7K1gP1 #prodmgmttalk -8:27 AM Apr 19th, 2012 ProdMgmtTalk #ProdMgmtTalk Tuesday: Power of Personas & Qualitative Research w/Eric Holtzclaw @eholtzclaw CEO@UserInsight http://b…http://t.co/g9Yltloi -7:26 AM Apr 23rd, 2012 hmdelcastillo 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, 2012 eholtzclaw RT @ProdMgmtTalk: #ProdMgmtTalk Tuesday: Power of Personas & Qualitative Research @UserInsighthttp://b…http://t.co/2ScCJjVO -12:38 PM Apr 23rd, 2012 MacMyDay Still won't be able to join today, but I endeavour to join again in the coming weeks. #prodmgmttalk -3:47 PM Apr 23rd, 2012 ErikaLAndersen Join me at "Global Product Management Talk @ProdMgmtTalk #ProdMgmtTalk on Apr 24th. RSVP athttp://t.co/l5PubA5u #prodmgmttalk #twvt -3:58 PM Apr 23rd, 2012 shardulmehta If you're in #innovation, you want to be at#PCampDC on 5/5. http://t.co/2040sxes #prodmgmt #dctech#ProdMgmtTalk -6:31 PM Apr 23rd, 2012 Spadha RT @shardulmehta: If you're in #innovation, you want to be at #PCampDC on 5/5. http://t.co/2040sxes #prodmgmt#dctech #ProdMgmtTalk -6:47 PM Apr 23rd, 2012 cindyfsolomon "Its all about the PRODUCT" Says Oren Zeev #prodmgmt #startup #prodmgmttalk Instagram justified, reason for excitement #IsraelTech -6:52 PM Apr 23rd, 2012 cindyfsolomon Join me at @productsarehard in SF on May 1! http://bit.ly/IPV0DZ Participate today using hashtag #prodmgmttalk for 20% discount! -11:30 AM Apr 24th, 2012 ProdMgmtTalk Please Retweet: In 1 hour! Power of Personas For Product Success w/ @EHoltzclaw @UserInsight http://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
- 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/nbw9Yr johnnewbury Will be tuning into #prodmgmttalk radio in 60 mins.@eholtzclaw discusses how to use personas for product successhttp://t.co/7geGeOK0 -11:59 AM Apr 24th, 2012 cindyfsolomon Excellent John! Look forward to your #ProdMgmtTalkparticipation today! Always great #prodmgmt tweets@johnnewbury http://t.co/NxcyQbOm -12:02 PM Apr 24th, 2012 coconuteclipse Can't wait for today's "Global Product Management Talk" - starts in 30 minutes! @ProdMgmtTalk @UserInsight#ProdMgmtTalk #prodmgmt #career -12:31 PM Apr 24th, 2012 eholtzclaw Checking my mic for #prodmgmttalk - Join us in 30 minutes! We will be talking about personas. #ux -12:31 PM Apr 24th, 2012 ProdMgmtTalk Touching base w/ @lisaw1 joining us as co-host today to talk w/ @EHoltzclaw about Personas for Product Success!#prodmgmttalk -12:37 PM Apr 24th, 2012 ProdMgmtTalk Today's questions for discussion about Personas for Product Success: http://t.co/lF8dcM4D #prodmgmt #UX#prodmgmttalk -12:39 PM Apr 24th, 2012 askthePM RT @ProdMgmtTalk: Today's questions for discussion about Personas for Product Success: http://t.co/lF8dcM4D #prodmgmt #UX #prodmgmttalk -12:41 PM Apr 24th, 2012 lisaw1 Testing test! #prodmgmttalk -12:47 PM Apr 24th, 2012 lisaw1 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, 2012 lisaw1 @ProdMgmtTalk Looking forward to co-hosting today's session w/ @EHolzclaw about personas for Product Success! #prodmgmttalk -12:57 PM Apr 24th, 2012 ProdMgmtTalk Join Global Product Management Talk!http://t.co/2SwZRb9y Never participated in twitter chat? FAQs http://t.co/AuZ0fHg1 #prodmgmttalk -12:59 PM Apr 24th, 2012 ProdMgmtTalk Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talk http://t.co/EBe91eUW #prodmgmttalk -12:59 PM Apr 24th, 2012 ProdMgmtTalk Welcome to our speaker @eholtzclaw CEO @UserInsights #prodmgmttalk -1:06 PM Apr 24th, 2012 ProdMgmtTalk terms “User Types” or “Personas” are prevalent in the product development, marketing and research realms. #prodmgmttalk -1:06 PM Apr 24th, 2012 ProdMgmtTalk But how do we create real, durable personas and what is the true value of personas for product managers and marketers? #prodmgmttalk -1:06 PM Apr 24th, 2012 ProdMgmtTalk Personas help really & truly understand your customer at core, ecosystem #Prodmgmt #prodmgmttalk - 1:08 PM Apr 24th, 2012 ProdMgmtTalk @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
- 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/nbw9Yr compellingmktr RT @ProdMgmtTalk: Personas help really & truly understand your customer at core, ecosystem #Prodmgmt #prodmgmttalk -1:09 PM Apr 24th, 2012 MyBizMarketer RT @ProdMgmtTalk: Welcome to our speaker@eholtzclaw CEO @UserInsights #ProdMgmttalk -1:09 PM Apr 24th, 2012 ProdMgmtTalk Our speaker @EHoltzclaw discussing qualitative research while talking w/users & map to patterns in 18 interviews: 2-3 days #prodmgmttalk -1:09 PM Apr 24th, 2012 ProdMgmtTalk RT @MyBizMarketer: RT @ProdMgmtTalk: Welcome to our speaker @eholtzclaw CEO @UserInsights #ProdMgmttalk -1:09 PM Apr 24th, 2012 ProdMgmtTalk Welcome @MyBizMarketer @Compellingmktr @askthePM today's resources http://t.co/34JQB9hW #prodmgmttalk -1:10 PM Apr 24th, 2012 Johnnewbury Ethnographic (in depth) approach seems to be the only way we've been able to build true user personas.#prodmgmttalk -1:11 PM Apr 24th, 2012 ProdMgmtTalk @EHoltzclaw we forget how people use products and beyond our products #prodmgmttalk -1:11 PM Apr 24th, 2012 ProdMgmtTalk @johnnewbury Yes, really need to get into the customers' environment to watch them to build predictive patterns later #prodmgmttalk -1:12 PM Apr 24th, 2012 ProdMgmtTalk RT @johnnewbury: Ethnographic (in depth) approach seems to be the only way weve been able to build true user personas. #prodmgmttalk -1:12 PM Apr 24th, 2012 compellingmktr Is your approach to developing user personas different for businesses v. consumers #prodmgmttalk - 1:12 PM Apr 24th, 2012 MyBizMarketer RT @johnnewbury: Ethnographic (in depth) approach seems to be the only way weve been able to build true user personas. #ProdMgmttalk -1:12 PM Apr 24th, 2012 ProdMgmtTalk @EHoltzclaw says can predict answers if enough questions and research have been done #prodmgmttalk -1:13 PM Apr 24th, 2012 MyBizMarketer RT @compellingmktr: Is your approach to developing user personas different for businesses v. consumers #ProdMgmttalk-1:13 PM Apr 24th, 2012 ProdMgmtTalk @lisaw1 asking if uncovered any surprising insights that didn't expect based on what customers said about them?#prodmgmttalk -1:14 PM Apr 24th, 2012 ProdMgmtTalk @compellingmktr Thanks for question! @EHoltzclawtalking about forgetting preconceived ideas even if done similar before #prodmgmttalk -1:15 PM Apr 24th, 2012 ProdMgmtTalk @compellingmktr @EHoltzclaw says Yes & No: biz have their own persona & people who work thr have some 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
- 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/nbw9Yr ProdMgmtTalk "When we write biz-biz persona, focus on primary buyer for that = buyer persona vs. user persona - may influence each" #prodmgmttalk -1:17 PM Apr 24th, 2012 ProdMgmtTalk Need 27-30 interviews to recognize differentiated patterns #Personas #prodmgmttalk -1:19 PM Apr 24th, 2012 ProdMgmtTalk Important to talk to buyers/users indiv so they're not influenced or biased to answer certain way. Begin w/18 interviews... #prodmgmttalk -1:19 PM Apr 24th, 2012 ProdMgmtTalk You know you're done when you can predict next responses based on patterns - see clustering & how they map to each other #prodmgmttalk -1:20 PM Apr 24th, 2012 compellingmktr Is the act of persona research any different than what #prodmgmt should be doing to understand the market#prodmgmttalk -1:21 PM Apr 24th, 2012 ProdMgmtTalk After created personas, Q1 What types of data do you use to inform product decisions? #prodmgmt http://t.co/34JQB9hW #prodmgmttalk -1:21 PM Apr 24th, 2012 cindyfsolomon RT @compellingmktr: Is the act of persona research any different than what #prodmgmt should be doing to understand the market #prodmgmttalk -1:21 PM Apr 24th, 2012 johnnewbury Listening to @Eholtzclaw on #prodmgmttalk. Need minimum 18 user interviews to find patterns that can lead to true user persona #prodmgmttalk -1:21 PM Apr 24th, 2012 ProdMgmtTalk RT @johnnewbury: Listening to @Eholtzclaw on#prodmgmttalk. Need minimum 18 user interviews to find patterns#prodmgmttalk -1:22 PM Apr 24th, 2012 johnpeltier RT @prodmgmttalk: Need 27-30 interviews to recognize differentiated patterns #Personas #prodmgmttalk - 1:22 PM Apr 24th, 2012 ProdMgmtTalk @compellingmktr Excellent question! Used to be usability was more important - now @EHoltzclaw says we're breaking models #prodmgmttalk -1:22 PM Apr 24th, 2012 ProdMgmtTalk #ProdMgmt have to predict what users will do that haven't yet - what do they expect from us as a brand? #prodmgmttalk -1:23 PM Apr 24th, 2012 ProdMgmtTalk Welcome @JohnPeltier! Today's resources http://t.co/34JQB9hW #prodmgmttalk -1:24 PM Apr 24th, 2012 ProdMgmtTalk Closer persona is to context, least likely they are to change - capture people in transition betw personas...discussing banks #prodmgmttalk -1:24 PM Apr 24th, 2012 ProdMgmtTalk Banks have nothing to do w/lifestage - all about convenience: neighborhood ATM & branch - diff message new personas: online... #prodmgmttalk -1:25 PM Apr 24th, 2012 ProdMgmtTalk Must have best online tools if online convenience important for banking OR need personal banking w/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
- 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/nbw9Yr ProdMgmtTalk Disruption in tech best time to re-look at your personas - will be huge change in how using tech & prod when world disrupted #prodmgmttalk -1:27 PM Apr 24th, 2012 ProdMgmtTalk The earlier persona identification starts pre-product, the better...problem is products for every1 - there is no every1 #prodmgmttalk -1:28 PM Apr 24th, 2012 ProdMgmtTalk Must understand brand affinity at incept - cheaper to start at begin: or won't get expected sales or too many support calls... #prodmgmttalk -1:29 PM Apr 24th, 2012 ProdMgmtTalk Tweeters: Q2 What types of data has been the most useful to you as you make product decisions? #prodmgmttalk-1:30 PM Apr 24th, 2012 ProdMgmtTalk Must understand why people buy from you - its not like Don Draper, CAN NOT SELL PEOPLE ANYTHING! only enable them to buy... #prodmgmttalk -1:31 PM Apr 24th, 2012 ProdMgmtTalk Don't want to violate brand affinity - must respect people's choices/comfort - they know what they wish products could do #prodmgmttalk -1:32 PM Apr 24th, 2012 ProdMgmtTalk A2: Customers come with "what data" @UserInsightlooks at Why and How they behave - look at overall influential group #prodmgmttalk -1:33 PM Apr 24th, 2012 ProdMgmtTalk Old segmentation breakdown of data doesn't help - instead look at who is using & their influence on rest of ecosystem#prodmgmttalk -1:34 PM Apr 24th, 2012 cindyfsolomon Thank you @AIPMM for sponsoring today's#ProdMgmtTalk ! -1:34 PM Apr 24th, 2012 cindyfsolomon RT @ProdMgmtTalk: Old segmentation breakdown of data doesn't help - instead look who using & influence on rest of ecosystem #prodmgmttalk -1:35 PM Apr 24th, 2012 johnnewbury 'Why?' and 'how?' are the 2 most useful questions in building user personas. Listening to @Eholtzclaw on #prodmgmttalk-1:35 PM Apr 24th, 2012 cindyfsolomon 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, 2012 SeattleKG RT @johnnewbury: 'Why?' and 'how?' are the 2 most useful questions in building user personas. Listening to @Eholtzclawon #prodmgmttalk -1:37 PM Apr 24th, 2012 ProdMgmtTalk Focus groups based on demographics & segmentation: don't really know who was in the room accurately - same drivers? #prodmgmttalk -1:38 PM Apr 24th, 2012 ProdMgmtTalk Have to appreciate group bias which destroy focus group results - @EHoltzclaw talks about qualitative research#prodmgmt #prodmgmttalk -1:39 PM Apr 24th, 2012 NomadicPm @prodmgmttalk just made it! Q: How do product managers evangelize the importance of personas within a company 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
- 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/nbw9Yr ProdMgmtTalk @Lisaw1 asking @EHoltzclaw great questions: can't change users or spenders behavior - must recognize extreme couponers spend $ #prodmgmttalk -1:40 PM Apr 24th, 2012 ProdMgmtTalk There's persona DNA says @EHoltzclaw after much qualitative researcher - users cannot identify their own core behaviors #prodmgmttalk -1:41 PM Apr 24th, 2012 ProdMgmtTalk Welcome @NomadicPm: @prodmgmttalk just made it! #prodmgmttalk -1:43 PM Apr 24th, 2012 ProdMgmtTalk @NomadicPm Excellent Question & difficult for#prodmgmt to evangelize importance of personas w/in all levels of biz #prodmgmttalk -1:44 PM Apr 24th, 2012 ProdMgmtTalk @EHoltzclaw puts out research w/examples for like industries - Personas are like loaded gun - either don't use or shoot selves #prodmgmttalk -1:44 PM Apr 24th, 2012 ProdMgmtTalk Socialization exercises given by @EHoltzclaw to help comps understand how personas actually look from correct perspective #prodmgmttalk -1:45 PM Apr 24th, 2012 ProdMgmtTalk Must understand questions that product experts wouldn't even begin to ask....Personas provide actionable briefs to build from #prodmgmttalk -1:46 PM Apr 24th, 2012 ProdMgmtTalk Slippery slope to decision window - so many alternate product selections - have 1 second to grab or lose customer forever #prodmgmttalk -1:47 PM Apr 24th, 2012 ProdMgmtTalk @lisaw1 asking about @EHoltzclaw 's influencers & who is doing it right... #prodmgmttalk -1:48 PM Apr 24th, 2012 ProdMgmtTalk Tipping Point and Blink - Malcolm....Steve Job's devotion to perfection even close to launch would start over, very brave #prodmgmttalk -1:49 PM Apr 24th, 2012 ProdMgmtTalk #ProdMgmt must be constantly curious to solve problems & how you CAN do something - must have unbiased conversation w/users #prodmgmttalk -1:51 PM Apr 24th, 2012 cindyfsolomon RT @userinsight: Customers come with what data@userinsight looks at Why & How they behave - look at overall influential group #prodmgmttalk -1:52 PM Apr 24th, 2012 ProdMgmtTalk @EHoltzclaw says personas often shortcutted based on profile info - listen more & talk less to get better insights...#prodmgmttalk -1:53 PM Apr 24th, 2012 ProdMgmtTalk Build an X/Y major factor on X, other factor on Y - determine driving patterns for behavior from user's context & observation #prodmgmttalk -1:53 PM Apr 24th, 2012 johnnewbury No secret to building really great user personas - simply a case of listening and taking time to understand.@EHoltzclaw on #prodmgmttalk -1:55 PM Apr 24th, 2012 ProdMgmtTalk IF you can take 2-3 days time to listen/watch/observe context of users - 1 story or video of struggle is enough 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
- 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/nbw9Yr cindyfsolomon @johnnewbury YES! says @EHoltzclaw#prodmgmttalk its not magical - greater value than focus groups- 1:55 PM Apr 24th, 2012 ProdMgmtTalk Thank you to our speaker! Follow @EHoltzclaw and@UserInsight for more info & blogs now doing research in social media #prodmgmttalk -1:57 PM Apr 24th, 2012 ProdMgmtTalk Thank you to our co-host @lisaw1 and our sponsor @AIPMM Check out @ProductsAreHard #prodmgmttalk -1:57 PM Apr 24th, 2012 compellingmktr RT @johnnewbury:No secret to building great user personas-simply a case of listening & taking time to understand.@EHoltzclaw #prodmgmttalk -1:58 PM Apr 24th, 2012 compellingmktr Thnks @EHoltzclaw - great discussion on Personas on #prodmgmttalk - really is fundamental to #prodmgmt success.-1:59 PM Apr 24th, 2012 cindyfsolomon RT @compellingmktr: Thnks @EHoltzclaw - great discussion on Personas on #prodmgmttalk - really is fundamental to#prodmgmt success. -2:00 PM Apr 24th, 2012 cindyfsolomon Thank you for co-hosting #ProdMgmtTalk @lisaw1Thank you for speaking & excellent insights on personas! @eholtzclaw @userinsight -2:03 PM Apr 24th, 2012 lisaw1 Thx @eholtzclaw for being our guest on today's #prodmgmttalk! And really enjoyed the conversation:) -2:03 PM Apr 24th, 2012 lisaw1 Thx @cindyfsolomon for having me as co-host! It was fun:)#prodmgmttalk & thanks to all our listeners! Have a great rest of the day! -2:05 PM Apr 24th, 2012 ProdMgmtTalk Today's quickie stats: 115 tweets generated 167,867 impressions, reaching an audience of 14,788 followers #prodmgmttalk -2:05 PM Apr 24th, 2012 ProdMgmtTalk Thank you to this week's sponsor @AIPMM Association of International Product Marketing & Management http://t.co/0vIDTERK #prodmgmttalk -2:06 PM Apr 24th, 2012 eholtzclaw RT @lisaw1: Thx @eholtzclaw for being our guest on today's #prodmgmttalk! And really enjoyed the conversation:) <- me too! Thanks! -2:06 PM Apr 24th, 2012 ProdMgmtTalk RT @eholtzclaw: @lisaw1: Thx @eholtzclaw for being on today's #prodmgmttalk! And really enjoyed the conversation:) <- me too! Thanks! -2:07 PM Apr 24th, 2012 cindyfsolomon RT @eholtzclaw: @lisaw1: Thx @eholtzclaw for being on today's #prodmgmttalk! And really enjoyed the conversation:) <- me too! Thanks! -2:07 PM Apr 24th, 2012 cindyfsolomon RT @ProdMgmtTalk: Today's quickie stats: 115 tweets generated 167,867 impressions, reaching an audience of 14,788 followers #prodmgmttalk -2:08 PM Apr 24th, 2012 aipmm RT @ProdMgmtTalk: Today's quickie stats: 115 tweets generated 167,867 impressions, reaching an audience of 14,788 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
- 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/nbw9Yr johnnewbury @lisaw1 @compellingmktr @cindyfsolomon @userinsight @SeattleKG @MyBizMarketer Thank you for the RTs and follows. What a great #prodmgmttalk! -2:08 PM Apr 24th, 2012 ProdMgmtTalk Today's transcript of tweets available shortly here:http://t.co/K40QDlCh Scroll to bottom & read up! #prodmgmttalk-2:09 PM Apr 24th, 2012 ProdMgmtTalk Please Follow Us on BlogTalkRadio http://t.co/rgVn1HbN to get reminders for upcoming #prodmgmt events, talks, trainings! #prodmgmttalk -2:10 PM Apr 24th, 2012 ProdMgmtTalk Like Us on Facebook http://t.co/ppUFX3Kv Join Us on LinkedIn http://t.co/2SwZRb9y #prodmgmttalk - 2:10 PM Apr 24th, 2012 ProdMgmtTalk Speaker Schedule http://t.co/xJ9kLkSb Listen on iTunes http://t.co/j02YmpOL Android App http://t.co/4owvOjDz #prodmgmttalk -2:10 PM Apr 24th, 2012 coconuteclipse RT @eholtzclaw: RT @lisaw1: Thx @eholtzclaw for being our guest on today's #prodmgmttalk! And really enjoyed the conversation:) <- me too! Thanks! -2:11 PM Apr 24th, 2012 ProdMgmtTalk Newsletter http://t.co/3bSifQnj Recaps http://t.co/Vpu05U2Z Reach a global audience http://t.co/h20sUjdo #prodmgmttalk -2:11 PM Apr 24th, 2012 MyBizMarketer Thank you, yes, great #prodmgmttalk! @johnnewbury @lisaw1 @compellingmktr @cindyfsolomon @userinsight @SeattleKG @MyBizMarketer -2:18 PM Apr 24th, 2012 ProdMgmtTalk Love being a #prodmgmt? Meet other Product People! Contact @CindyFSolomon Join StartUP Product Talkshttp://t.co/etwezE1C #prodmgmttalk -2:19 PM Apr 24th, 2012 ProdMgmtTalk View transcripts from previous Global Product Management Talks: http://t.co/kD28tG97 Listen iTunes:http://t.co/j02YmpOL #prodmgmttalk -2:24 PM Apr 24th, 2012 ProdMgmtTalk Contact @ProdMgmtTalk for discount to join @CindyFSolomon and @hmdelcastillo May 1 in SF for@ProductsAreHard #PAH12 #prodmgmttalk -2:33 PM Apr 24th, 2012 NomadicPm RT @johnnewbury: 'Why?' and 'how?' are the 2 most useful questions in building user personas. Listening to @Eholtzclaw on #prodmgmttalk -7:49 AM Apr 25th, 2012 compellingmktr RT @NomadicPm: RT @johnnewbury: 'Why?' and 'how?' are the 2 most useful questions in building user personas.@Eholtzclaw on #prodmgmttalk -8:15 AM Apr 25th, 2012 Robert_Eaton RT @johnnewbury: 'Why?' and 'how?' are the 2 most useful questions in building user personas. Listening to @Eholtzclawon #prodmgmttalk -8:34 AM Apr 25th, 2012 jshuey 3 Simple Questions about Product Management - 1 of 3: What Market is this Product or Service for? #ProdMgmtTalk -8:56 AM Apr 25th, 2012 johnnewbury @NomadicPm @Robert_Eaton Thank you for the RT's - another great session with #prodmgmttalk -9:38 AM 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
- 11. 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/nbw9Yr Thank you Eric V. Holtzclaw @EHoltzclaw CEO @UserInsight for SPEAKING today! Thank you Lisa @lisaw1 for co-hosting! Today’s stats: 115 tweets generated 167,867 impressions, reaching an audience of 14,788 followers Today’s Podcast: http://bit.ly/HOiB6D and Links: http://bit.ly/I6ZEix Follow 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 @shardulmehta Please visit our sponsor @AIPMM http:/www.aipmm.com Join us next week April 30, 2012: Paul Sherman @PJSherman of ShermanUX Discusses The Role Of Personas, Design Briefs, Stories, Storyboards, And Wireframes In The Product Management Lifecycle Process Follow for Reminders! http://bit.ly/nbw9Yr Global Product Management TalkTM is a weekly mini-product camp Socratic discussion of pre-posted questions with live audio of thought leader and co-hosts commenting. 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/XTteZ8AW For Product Managers that don’t get a chance to leave their desk and participate in Product Talks 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