tools, practice, and
methodology
The applied process of user-goals, concept-modeling, and testing.    Download a pdf
Benchmarking and valuations
As a point of reference from which to make comparative measurements or judgments, benchmarking involves the identification, evaluation, and comparison of information architecture features of the web site : of current site and competitors. These can be both qualitative and quantitative comparisons. This generates a list of IA features and brings new ideas to the conceptual process. I would encourage valuations made by various experts; business, technical and creative are useful to add to the mix at the initial study stage. Setting a benchmark, and getting stakeholders to understand - through presentations (and indeed make valuations) sets the direction for the concept stage.
Persona reporting
The current business focus is to design for a 'known entity'. If we were designing a dress, it should fit a persons figure. And although the world wide web is as it says 'world wide', it's impossible and pointless to design for the whole world. Targeting as now being applied to marking online, requires a known entity, so creating personas (much more than demographics) gives the design focus, and a benchmark for all design decisions. Personas are detailed identities form the target group, and we can test every stage of design with them to keep our 'focus'.