I could have called this post: "Shoemaker's children get shoes." In the process of refreshing the agency's Web site, we just completed interviews with members of our target audience - in-house marketing decision makers - to test the new site direction. How many times have we cautioned our clients to avoid the trap of thinking we are the target audience? By taking the time - and yes, making an investment - in checking in with our audience, we learned a lot. We affirmed some of our own thoughts - spoken and unspoken - and are now able to course correct in a meaningful way.
One of many reasons I'm proud to be part of the Magnani team. Way to go, everyone!
Gail Straus, Director of Research