in this chapter. We'll cover the importance of user research and how to do it so that we have a clear understanding of what it is that we're selling and to who. So let's start at the beginning user research is a critical part of the company's journey, but very early on in their journey, it doesn't matter one bit because you will have to take whatever job you can find very late in your journey. It also doesn't quite matter because your customers will find you, your services and products will develop in such a way that your customers will find you. So any growth at that stage will be deliberate. So why are we even talking about user research? Because it is most likely that within the next few months of your journey, you will have to understand what your ideal customers look like and how to get more of them. Your time, resources and bandwidth will not allow you to take on any job or any customers. You would want to spend your time with the customers. You are most likely to find success wi...
th attract the type of customers who can afford your services and benefit from your processes more than that. You would want to focus on customers whose work will feed the next generation of clients. So, with this in mind, let's get practical. Let's take a look at this photo. One glance at this cool looking guy already brings to mind a whole host of products services and consumer behaviors, does it not. We can imagine how he likes his coffee, what his home may look like, the brand he wears, and even the music he listens to all the type of work that he's doing. Generalizations and stereotypes are an extremely negative symptom of society, but they do play a part in reducing the cognitive load on our minds. They are harmful when they are lazily used to characterize the population or community, and still they also bring up a critical point. While it's not perfect, we do have the ability and foresight to use research experience and methodic observations to draw conclusions about our users life, walk, pain and preferences. With this in mind. The next part of the model will cover the different parameters you want to consider and assess when creating your bio persona.