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Do you design your users' "personas" before or after surveying them?
Do you design or identify your users'/ customers'/ target audiences' persona before or after you survey them? Do you consider market research a 'must-have' or 'nice-to-have' component in your marketing strategy and intelligence? Why or why not?
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Generally speaking, most organizations have a sense of their customer types or categories. I recommend creating a skeleton outline of these customer personas, refining the personas over time. This can be done via surveys, research about your industry, and information you gather each time you interact with your customers.
The key is to be open-minded about your target audience. One mistake is assuming you know your customer; therefore you may miss a very interesting insight into their needs/triggers.
With regard to market research - if you're asking about conducting proprietary market research to delve into this, it may be a nice-to-have due to cost. Furthermore, there is a lot of research conducted by many organizations that may address some of your questions.
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