130 Customer InsIghts desIgn 130 What does she say and do? attitude in public appearance behavior toward others What does she hear? what friends say what boss says what infl uencers say pain fears frustrations obstacles What does she think and feel? what really counts major preoccupations worries & aspirations What does she see? environment friends what the market oΩers gain wants/needs measures of success obstacles Source : Adapted from XPLANE bmgen_final.indd 130 6/15/10 5:39 PM