Insight-led strategic approaches don’t happen by chance. By asking a lot of questions using in-depth market analysis, end-user surveys, and Persona mapping we can create a personalized, ‘customer’ approach: one that will better meet and reach the needs of our end-users. Context The Calgary & District Foster Parents Association (CFPA) is a not-for-profit association dedicated to providing support for foster and kinship parents in Calgary and surrounding areas. With an ever