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Chapter 11. Adjust the Audience Segments

Now that you’ve spent so much time with the participants, combing through their transcripts, you understand these people a lot better. (I often wish I could achieve this level of understanding about my own family and friends!) It’s time to compare what you now know to your original hypothesis about the audience segments. Did you get them right the first time around?

Compare Results to Original Hypothesis

Remember that your focus for these segments is the differences between sets of behavior and philosophies. Follow these steps to compare ...

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