How to use existing knowledge?
In some cases, you don't have to "produce" new knowledge about the target group, because the knowledge you need already exists - you just have to drag it out. You can do this by either reviewing easily available written documents about the target group or interviewing your colleagues or other experts about the target group.
- It's a good idea to gather some background information about the target group before you meet them eye-to-eye.
- It's rather easy to do, because you don't have set appointments etc. with the target group.
- Even if "second hand information" is a good starting point in getting acquainted with your target group, you shouldn't rely only on this kind of information. You'll get a much richer view of the target group if you meet some of them personally.
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