“User Centered Design” is somewhat of a buzzword in web design these days, and rightly so. But, what if you don’t even know who your user is, or should be? Or let’s say you do, but you may be left wondering how to get beyond the demographics, and truly connect with the people you want to reach? This talk will focus on the “behind the scenes,” if you will, of user centered design. We’ll walk through case studies and cover strategies of how to accurately identify your audience, and more importantly, how to dive deeper into who they are. Finally, we’ll touch on how to extrapolate that information, so that it can be applied in design and beyond.