- “Customers” refers to the people whose needs you are looking to address.
- Customer mapping is the process of identifying the various stakeholders who play a critical role in buying, using, and influencing the decision to buy or use, your product.
- Depending on the problem you are looking to address, the ”customers” you are trying to understand can actually combine users, buyers, and stakeholders – their needs could be very different and you should understand them
- User – uses the solution
- Buyer – pays for solution/makes the purchase
- Stakeholder – involved in or influences the purchase decision of the solution
- Should you be interviewing the users, buyers, and stakeholders in this stage of Pathway?
- You should start mapping out who the users, buyers, and stakeholders are and while we recommend you to start interviewing these different groups, it is good to focus more of your time on users and buyers
- Map out the users, buyers, and stakeholders through your interviews and through market research