customer archetypes

Intelligences

Getting Savvy: Rewriting the Story of One of Our Most Important Customer Archetypes

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Rewriting Customer Archetypes; Atlassian, EPIC2022 Platinum Sponsor Panel
An EPIC2022 Platinum Sponsor Panel by Atlassian Moderator: LEISA REICHELT (Atlassian) Panelists: SARAH HYNE (Atlassian), (Atlassian), GILLIAN BOWAN (Atlassian), ANDRé JANSSON (Atlassian) In this panel, moderated by Head of Research & Service Experience, Leisa Reichelt, Atlassian researchers and data scientists will explore how different crafts, methodologies, and perspectives came together to evolve one of our most important customer archetypes; the champion. Showcasing the power of a research community, panelists will reflect on how they contributed to the evolution of this critical archetype by employing a range of research methods and cross-craft explorations. Join us to learn how we applied qualitative data, innovative survey design and partnerships with other crafts to opportunistically apply a refreshed champion concept to emerging business strategies and leadership asks. We’ll discuss how we devised and executed on a research program that applied mixed methods approaches for greater confidence and...

Perspectives

Resilient Customer Archetypes: How Research Teams Can Build an Enduring and Evolving Understanding of Users

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by GILLIAN BOWAN, Atlassian Atlassian teams rely on a range of customer archetypes to empathize with customers, understand their problems, and design solutions that meet user needs. But what happens to these artifacts over time? Do they become anecdotal, fuzzy, weathered and smooth via repetition and distance from primary data? Do they merge with an organization's cultural fabric, taken for granted and beyond the scope of reflection? And how can we, as researchers, sketch out and maintain resilient yet flexible archetypes that hold their shape over time? Members of our growing research team are reflecting on this challenge as we breathe new life into a long-standing trope of customer behavior, The Champion. Broader industry shifts, including the mass transition to cloud apps and changing priorities within our organization prompted our research team to reassess this archetype. Our experience suggests the power of a research community coming together to refresh our data and connect existing concepts to emerging business needs. Through...