Oof, I'm pretty horrified about the education company: I used to work for a firm that made software for teachers, and one of the most interesting things that I found was that teachers actually make pretty good researchers. I guess it's because teachers have to learn how to elicit information from students without leading them.

So, there was a teacher who we interviewed a few times - a really enthusiastic customer who replied to our invitations - and eventually we trained her up and brought her on board.

Which brings us onto personas.

"Who is our persona?"

"Teachers!"

"Which teachers?"

"Teachers in primary schools."

"Which teachers in primary schools?"

"Teachers in primary schools in Nigeria."

"Which teachers in primary schools in Nigeria?"

"Teachers in private primary schools in Nigeria."

"Which teachers in private primary schools in Nigeria?"

"Teachers in private primary schools in urban Lagos."

"Which teachers in private primary schools in urban Lagos?"

"Freshly graduated, inexperienced teachers in private primary schools in urban Lagos."

"Great! Tell me everything you think you know about freshly graduated, inexperienced teachers in private primary schools in urban Lagos including their wants, needs, frustrations, fears, behaviours and drivers."

"OK."

"Then we'll go meet some to test it."