Figure 4-12. Usernames and passwords cell data sample The benefit of tracking the access information is that it saves time for you and the rest of the team. They won’t have to create and pseudo-personalize a profile, too. This is especially useful if you’re researching a two-sided market in which you need two types of accounts (for example, buyer and seller). Don’t be dumb when creating all of these new accounts, however. Be very cautious about the usernames, passwords, and the personal information you choose to share. Here are a few pro tips: Create one global username and password for use on all the products in your audit. It makes it a lot easier to remember and distribute to your team. Include a capital letter and number in your password because that criterion will be required by some of the products. Don’t ever use personal information such as your kid’s birthday, your own passwords, or profanity. You will potentially share this information with clients or colleagues. Do not log on (single sign-on) using your personal or professional Facebook (or any social network) account ever. If you are creating profiles on social networks, do not use your personal or work email address! Instead, create secondary accounts on Gmail or Yahoo first. Then, use these fake email accounts to create fake profiles. If it is a transactional website you are researching, purchase something. If it is an app that you must purchase (versus a free one), pay for it. Don’t be cheap! It’s usually only a few dollars here or there. Having one user account for your entire team to learn from is worth the financial investment.