This is especially true when faced with a multitude of different modes of data: open-end, scale, and rich media like videos. But when your analysis window is tight, you’re likely to fly past that meaty “who-they-are-data,” and scour for the flashy “clear-business-impact-data.”
Kyli Herzberg, Lindsey Brinkworth, Karen Eisenhauer, and Ben Wiedmaier in Foolproof Qualitative Analysis Tactics—For Whether You Have a Month or an Afternoon
The “who” tells you the why, which lets you foster the change management necessary to drive product success. A product that nails the “business impact” without fitting into the workflow and motivations, the “who they are,” of real humans, yields no impact.
Stupid Matters 