What is it
PAIN stands for Persona, Activities, Insights, and Needs – the four main research topics explored in this structured method for gathering insights about users or customers identities.
Why use it
- Improve the team’s understanding of the customer’s behaviors, pain points, assumptions, and needs.
- Focus the team on addressing actual user preferences.
- Explore assumptions and identify the unknown gaps about users.
When to use it
When you need to better understand customer identities, activities, and difficulties.
How to do it
Identify an initial set of target customers or users (P), perhaps using the Personas tool as a source of inputs.
Observe and/or interview the users to answer the questions identified in the A, I, and N blocks in the PAINstorming table.
Use this data to ensure that any proposed products, services, or interventions are aligned with actual user preferences.
- Helps generate thoughtful insights into the needs, priorities, and pain points for various stakeholders.
- Make several of these to represent a wide swath of people.
- Generally requires some research – interviews, surveys, observations, etc – to develop an accurate answers.
- Users risk developing a superficial representation based on assumptions rather than data if they try to generate a Persona without research.