Before we dive into the specifics of all-things-personas for B2B applications, let's talk about something we all do: going to the grocery store.

Think you know grocery shoppers?

I recently did an experiment to better understand grocery shoppers. Learn what I discovered when I investigated and compared both Trader Joe's shoppers and Whole Foods' shoppers. The lessons learned here are exactly the same lessons we'll be applying for our B2B personas.