I've shared it here before, but last month I've written over 100 longterm mentees of MentorCruise (mentorcruise.com) to ask them what they appreciated about the service.
The site allows you to find and book a mentor in Tech, and I kept track of what my userbase looked like, but I wanted to learn more about 100 users – folks who have stayed with their mentors for over six months, and often paid thousands of dollars in the process.
I knew from my stats that a large part of users were career changers. Up until now, I haven't really questioned that, but now I know that it's a lot more nuanced than that:
"Career Changers" are:
What I'm trying to say is, things are a lot more nuanced than you can discover by putting people into checkboxes.
Did you do the same recently? Do you REALLY know who your users are?