Use personas in VoC research

Business benefits

Quickly align your company on who you're speaking to, who is using your product, and whose problems you're solving.

Communicate the purpose of personas and their limitations to stakeholders.

Disclose upfront that they are imperfect data models, not entirely representative of reality, that can change over time.

Personas can fail for multiple reasons, including:

  • Lack of buy-in from internal stakeholders who think they already know the audience.
  • Being created in silos by UX and VOC researchers and forced on internal stakeholders.
  • Too much irrelevant data in the persona creation process.
  • No clear goals or purposes for the persona.
  • No intended action plan.

Use broad scope personas if you want information about tone of marketing, categories of content, and acquisition channel strategy.

Use narrow scope personas to drive decisions on UX and UI design, feature focus, and benefits messaging.

Develop buyer personas if you need to drive marketing strategy and sales enablement.

Develop visitor personas if you need to define your web architecture, content, design, and messaging.

Develop user personas if you need to refine your user interface, product features, benefits, and support.

Decide how to focus your personas: on goals, roles, engagement, or stories.

  • Goal focused personas focus on what the user wants to do with the product.
  • Role focused personas define the user’s role and how the product fits into it.
  • Engagement personas define user intent, emotional and psychological needs, and background.
  • Story personas delineate user needs through quick, coarse, heuristic-based experiences of the marketing or UX team.

Build surveys with questions that will give you the type of information you need for your personas.

Put together your personas and share them with stakeholders.

Last edited by @hesh_fekry 2023-11-14T10:03:25Z