In order to develop a basic logic for a persona concept it is useful to analyse in advance which determinants have the biggest impact on the use of the product category. The starting point here is existing customer data.
The focus is on the individual context of our customers as well as their core issues, which forms the basis for further action. As an example, we provide you with a catalogue of criteria below, which – in variations – will be reviewed when creating buyer personas.
As the essence of our analysis, only the differentiating criteria are included in the final persona descriptions.
Socio-demographic & socio-oeconomic data
Data related to product category
Job Situation (B2B)
Context of the company
Task and position in the company
Current goals and challenges
Based on relevant data, we help you draw the sharpest possible image of your persona types that will appeal equally to the heart and mind of employees in your company. This is the basis for successful and individually relevant communication in marketing and sales along the customer journey.
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