Informed Design: Understanding Your Web Audience
http://www.uigarden.net/english/Understanding_Your_Web_Audience

Wroblewski, Luke
uiGarden
2006

Abstract:

Although there are lots of elements to consider when designing compelling Web experiences (writing style, look and feel, information organization--to name just a few), there is one 'knowable' element that can be used to appraise the rest: audience.