Powerful personas bring segments to life, fire up innovation processes, help guide R&D. They need to be grounded in rich qualitative data - People Understanding. We're sharing our learnings and approach in a BVM webinar on 10th February.
Many companies enrich existing segmentation studies with qualitative data on focus segments – develop “personas”. Done well, they are extremely useful.
But what is a “persona” – what makes a “good” persona – and how do you get there? What steps do you need to take to ensure your personas are valuable, actionable, powerful? How do you know if your personas are fit-for-purpose?
These are some of the areas we’ll be talking about next week at a regional BVM Webinar alongside Dr. Gerhard Heim from fellow research institute Point Blank and a clientside perspective from McDonald’s Anna-Maria Branchadell.
Happy Thinking People’s session will be lead by Vlada Gekhtman and Monique Richter. They will be tapping into their experience gained from working with clients across the globe and sharing their expertise.
They will cover:
– What makes personas powerful, and how rich qualitative data is used to power up Persona definitions
– Tools and processes in persona development
– Case studies with real examples
– Visualisation best practice: how to bring personas to life, so they become springboards for growth across the company
WHAT YOU WILL LEARN
In nutshell: you should learn how qualitative data helps personas truly come to life. To ensure that R&D and innovation teams have a much better sense of who exactly they are developing and creating new products and services for.
And how to ensure you keep them grounded in empirical realiites – not overly influenced by your own personal experiences or imaginative leaps.