My research counter part, a consultant, and myself teamed up to tackle this massive task. We worked together to formulate and execute a plan to gain a deep understanding of the users who conduct business at the markets in Las Vegas, Atlanta, and High Point. We attended multiple markets over a six month period and conducted interviews, journey mapping sessions and field studies with CEOs, sales reps, logistics directors, and buyers of all sorts. We divided and conquered each taking on the research tasks for our group of participants. After each market we connected and synthesized our findings together. I constructed the final output of user personas and journey maps that would help us and the business make decisions about how best to serve the needs of our users.