Once you have defined the target audience, it is time to meet with your archetype users. This introduction can be in the form of one-on-one or phone interviews. The essential part is the set of conversational questions you create to learn about their goals and aspirations, as well as the path they take to reach them. Through this attitudinal interview, you can gain knowledge about your user’s path and the pain they feel along the way. Once the meetings have concluded, you can leverage their words to produce personas, profiles, and user journeys based on the collected empirical data.