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 Accelerant’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.
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