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What does she
think and
feel?

what really counts
major preoccupations
worries & aspirations
CUSTOMER INSIGHTS

What does she
see?
hear? What does she

130130 what friends say environment
what boss says friends
DESIGN what infl uencers say what the market oΩers

What does she
say and
do?

attitude in public
appearance
behavior toward others

pain gain

fears wants/needs
frustrations measures of success
obstacles obstacles

Source : Adapted from XPLANE

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