Real people come in all shapes and sizes

Diversity describes while individuals inform

Making abstract decisions on market sectors or target groups may adversely limit deployment and the capture of users. Better a holistic interpretation of real users, experiences, desires, frustrations and their insights enable the development of a responsive relationship between users and service suppliers.

Each person views the world through inherently different environmental filters. Social, gender, economic, political and regional interpretations inform on personal success, buy-in, trust, aspiration, vision which cannot easily be simplified to the least common denominator. Each window upon society may be observed through a myriad of initial trajectories, measured against choice gateways but these only inform by understanding the user.