Obvious, but useful

When I'm working on a new idea, or a usability issue, I find the best person to ask is a person in your client's target demographic.

It's a simple little trick, and it works like a charm.

Ie, if I say to you (example from MBA accounting class, credits to Dr. Granof):

"I'm interested in bonds."

And you are a:

criminal	you think:	bail bonds
investor	you think:	government bonds
baseball fanatic	you think:	barry
fetishy type	you think:	you get my point...

So... if I find myself trying to sort out "what message" or "what placement of this element" or even "what sites should I advertise on," the simplest thing to do is think of your target demographic, find a few of them, and talk to them.

Primary research can be as easy, and as inexpensive, as a cup of coffee.