Imagine you’re choosing between holiday parks for your summer break.

Is a flat surface important to you?

Turns out, it’s important to parents who want to keep their buggie wheels from rattling loose, and give their calves a rest, for once.

I never empathised with that until having kids. Actually stepping into the shoes of the customer for my client (nationwide holiday operator).

Still, I could have absorbed insight like that (without committing to parenthood), just by waking up to these simple research techniques: [Read more…]