April 24, 2012: Eric V. Holtzclaw, CEO @UserInsight The Power of Personas For Product Success
by prodmgmttalk

Eric V. Holtzclaw @eholtzclaw Discusses How to Leverage The Qualitative Research Process for Identifying Unique, Evidence-based Personas on the Global Product Management Talk

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?

Eric V. Holtzclaw, CEO of User Insight, will highlight the power of persona data and contrast it to the results of using traditional demographic information. We'll discuss the qualitative research process used to develop unique, evidence-based personas and how such research can be leveraged for greater product success. The discussion will touch on ways to socialize personas within your organization to bring them to life for both product and marketing teams.

Eric V. Holtzclaw, will speak at the weekly Global Product Management Talk on Tuesday, April 24, 2012 at the simultaneous times of 1:00-2:00 PM Pacific / 3:00-4:00 PM TEXAS TIME / 4:00-5:00 PM Eastern Time, which will be Wednsday, April 25, 2012 6:00 AM in Sydney, Australia using the hashtag #ProdMgmtTalk on Twitter.

"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.”

Questions to be discussed:
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?

Background resources: http://bit.ly/I6ZEix
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Each week, The Global Product Management Talk features an expert guest discussing pre-posted questions with the co-hosts and Twitter participants broadcast live over BlogTalkRadio. The transcript of Tweets and podcast are available for on-demand consumption on the web, iTunes, Google Play and mobile devices.

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NOTE: DAY & TIME!
Tuesday, April 24, 2012 at the simultaneous times of 1:00-2:00 PM Pacific / 3:00-4:00 PM TEXAS TIME / 4:00-5:00 PM Eastern Time, which will be Wednesday, April 25, 2012 6:00 AM in Sydney, Australia
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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.

About User Insight
User Insight, a user experience strategy and consulting firm headquartered in Atlanta, Ga., has been recognized as one of the fastest-growing privately held companies in the United States by Inc. Magazine. User Insight gathers and analyzes the voice of the customer, providing behavioral-based data that empowers clients to develop customer-centric products, services, messages and brand experiences. Currently, User Insight has conducted research across the U.S. as well as in 15 countries for more than 300 clients spanning 25 industries. http://www.userinsight.com

About Global Product Management Talk
The Global Product Management Talk is curated for passionate product professionals and business owners who want to teach, learn & network about managing products, including Agile practitioners involved with developing, designing & launching products, brands, marketing, project management, and everyone who cares about the entire product management lifecycle process to guarantee successful products and companies. http://www.blogtalkradio.com/prodmgmttalk

Global Product Management Talk is a weekly mini-product camp Socratic discussion of pre-posted questions with live audio of thought leader and co-hosts commenting.
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About our Co-host Lisa Winter
Lisa Winter is a Product/Project Management consultant with over a decade of managing enterprise-wide, complex projects and online products. Traveling the world and growing up overseas in Japan, Lisa attended an intensive international school for foreigners, which she believes prepared her well for today's global environment of managing products and projects. Ms. Winter has consulted and worked for many of the Fortune 500 helping them increase market share and improve efficiency. She also did some heavy-duty stints with multiple technology start-ups from the start of the dotcom era to boom and subsequent bust, forging lasting relationships all over the Bay Area from the North Bay to Silicon Valley. Lisa combines her practical experience in technology infrastructure, organizational development, strategic planning, and change management with a background in all facets of business from marketing and sales to finance and IT. Working to bridge differences between departments and individuals and to satisfy apparently competing goals, she helps companies achieve corporate objectives, always keeping the team foremost in mind. Lisa holds a BS in Information Systems Management from University of San Francisco, where she graduated Summa Cum Laude. She is a Certified Project Management Professional (PMP) and is an advocate of Agile as both a Certified Scrum Product Owner and a ScrumMaster.

Brought to you this week by the AIPMM

The Association of International Product Marketing & Management (AIPMM) is the hub of all things Product Management...where product professionals go for answers. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other individuals responsible for guiding their organizations and clients through a constantly changing business landscape. It is the only organization that represents those who manage the entire product life-cycle throughout any industry. The Agile Certified Product Manager (ACPM), Certified Product Manager (CPM) and Certified Product Marketing Manager (CPMM) programs enable individual members to demonstrate their level of expertise and provides corporate members an assurance that their product professionals are operating at peak performance. For more information, visit http://www.aipmm.com

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  • Eric on Personas on Vimeo
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  • Personas Done Right! (Video) | User Insight
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  • Personas: The Foundation of a Great User Experience | UX Magazine
    By Kevin O'Connor A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like.
    http://bit.ly/HTwAtT
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    Eric V. Holtzclaw, CEO of User Insight, Discusses How to Leverage The Qualitative Research Process for Identifying Unique, Evidence-based Personas on the Global Product Management Talk
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