You’ve Been Tasked With Helping To Research Your Organization’s Buyer Persona. Your Boss Asks You To Reach Out To A Few Good And Bad Customers. Is This The Right Approach?

Yes, you should try to interview all types of customers. That way you’ll have a better idea of the ideal buyer you’re trying to market and sell to.
Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.
No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.
No, you shouldn’t be reaching out to bad customers. They will skew the buyer persona story since they aren’t your ideal customer.

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