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Visualizing your customers is the first step in making your best customers the top priority. A well-executed Scrum can help your Team build products and services that delight quickly. But how do you know who your customers really are and what they want from your product?


The Scrum Inc. team demonstrates how to leverage these tools to drive Agile product development and populate your Product Backlog with the features that realize the most value. 





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Tools to Visualize Your Customers

Big consumer goods companies have large teams of dedicated marketers who pour over reams of data to carefully analyze their customers. To do this they use three main tools:

  • Customer Behavior Maps – model how individuals make purchase decisions by comparing an actual product to their “ideal” product. These maps can simplify complex consumer decisions to a few variables.
  • Customer Segmentation – a way to cluster customers by their product preferences. You can then design a successful product to serve those clusters. By sizing these segments you can estimate their potential value and priority.
  • Customer Personas – using archetypes to represent the wants and needs of a particular customer segment. This gives visibility of customer needs to everyone involved in product development and delivery. These “ideal” customers, like one sitting in on a sprint review, make the consumer real for development teams.

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