Personas help companies understand their end customers better - they get to the emotions of key target groups. Rich qualitative research is essential to help bring segments alive and fire up innovation processes
Happy Thinking People is giving an in-person expert talk at the succeet 2022 in Munich on the topic of Personas.
Hans-Bert Matoul, Managing Director of our Munich office, and Senior Project Director Barbara von Corvin will be leading the session. They will be tapping into their experience gained from working with clients across the globe.
The overall focus – what is a “persona”? And importantly, what makes a persona powerful, fit-for-purpose – what steps are needed to get there?
In more detail, the following aspects will be covered:
– What makes personas powerful, and the role of rich qualitative data and contextual insights
– 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 cultural stereotpyes/clichés.