Everyone talks about creating content and experiences for their audience, their target buyer, persona, whatever. But how do we really know who they are? Looking at data and online behavior is certainly one way, but have you ever considered a qualitative research study to really get to the bottom of some of their core problems?

Isabelle Landreville, president and chief insight seeker at Sylvestre & Co., joins me on Episode 698 of "The Business Storytelling Podcast" to talk about that topic. Join us.

Connect with Isabelle and her company here: http://sylvestreco.com