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I found them great in those cases where your web site is targeted against several different groups of people and you need to prioritise your research activities. I'll usually talk and observe the primary user group while I use secondary research for secondary user groups or for secondary tasks. For example, a while ago I did this Press area for journalists ...


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I will just take one of the use cases here. E-commerce reports can be really useful when you're trying to justify certain use cases to stakeholders. (For example, it can help you understand if forcing users to sign up before checking out is a good or a bad idea) It can also help in understanding user behaviors, navigation patterns and better checkout ...



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