First of all, the research was exquisite. Ipsos started with dozens of interviews, then fielded thousands of surveys and clustered their findings into a segmentation. The work was par excellence.
- "Personas, even well-researched ones, are worthless for marketing. "
- At the end, everyone wanted a system that.
- Buyers trust
- Makes checkout easy
- Works with merchants' existing systems
- Isn't too expensive
- Helps manage fraud
- Has good customer service
- "You don’t need to be a PayPal expert to know that"
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