Publisher Summary When working with a product team, the first objective should be to learn about the product and the users. It is a key to ascertain as much as possible about the existing product in terms of its functionality, competitors, and customers. In addition, one needs to assess what is currently understood about the users and begin to create user profiles. This information helps in choosing appropriate user requirements activities so that one can ultimately improve the product. This chapter discusses how to collect product information from a variety of sources and how to make sense of the information readily available. It also discusses how to create user profiles, personas, and scenarios, and how to use these as design tools. It presents two excellent case studies. The first illustrates how to conduct a competitive analysis and the second details the successful use of personas.