Personas are an effective tool to summarize and communicate complex market research data in an accessible way by representing those data as a fictional character or archetype. When well-crafted, personas are multi-purpose tools that can offer accessible and impactful insights guidance at many levels in an organization (e.g., marketing strategy, product development, channel strategy and creative development). However, personas are not a one-size-fits-all solution. The way personas will be used by an organization greatly influences how the primary research to develop them is designed, analyzed and communicated.
Many successful journeys begin with a map, and this webinar presentation from last month’s Quarantined Virtual Insights Conference lays out the map used by Caesarstone USA, a high-end producer of quartz countertop material in the development of personas through primary insights to inform marketing, product, and creative strategy in 2019 and beyond.
SAVE THE DATE: May 28th – Accelerant Research is thrilled to announce that we will be hosting a second Quarantined Virtual Insights Conference later this month. For more information or to register for the May conference -OR- to access other presentation recordings from April’s conference, CLICK HERE.