5 minutes a day with a UX practitioner

via UX Magazine

Demographics are temptingly easy to collect from various sources in an organization, but persona work yields a much deeper understanding of why customers do the things they do and what they expect from an organization within any given context. This knowledge about customers’ motivations (the why) makes it possible to create innovative solutions, products, ad campaigns, and customer support (the what) that cater to customers on a personal level.

Insightful read on persona development, though $80,000-120,000 budget mentioned could be a show stopper for most.