*One of four parts of of [my content research framework](https://vickygu.com/content-research-framework).*  **What:** Qualitative market and persona insights **How:** Doing desk research, reading industry publications, following thought leaders **When:** Always on! **Why:** Understand the language of your target audience.  **Questions to answer:** What's familiar or foreign to them? Where are the nuances in how they operate? How might you quickly internalize their world and reflect it in the content you publish? Writing case studies and articles? Website landing page copy? Marketing and sales emails? Check out: - Industry reports: Scan McKinsey, Gartner, Forrester (etc.) whitepapers for industry trends and challenges - LinkedIn bios and websites of key clients and prospects: Pull Salesforce data or ask for lists of target customers, along with job titles. See what language they use to describe their successes and passions. - Press around key clients and prospects: See the potential newsworthy impact your company can enable, so you can channel that charisma and speak to your clients' future successes with concrete examples