Why are your customers looking for an answer or a better way to do a certain task?

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Here you can find out how to create a persona for your company step by step and what it will look like in the end:

Step by step to creating personas
1. Do as much research as possible
You can't start creating personas until you fully understand your target audience. And you can't fully understand your target audience until you do some truly comprehensive research and analysis of your target audience.

Abby Covert, an American information architect living and working in New York, describes the task quite aptly in her book "How to Make Sense of Any Mess": "Humans are complex creatures when it comes to their interpretation and use of certain things. We are full of contradictions. Research knows that we occasionally exhibit strange behaviors. From the way we use our mobile phones to the way we navigate grocery stores, no two of us are exactly alike."

People are complex beings with diverse backgrounds, goals, motivations, needs, and problems. They come to a particular website or app for entirely different reasons. Therefore, it's important to understand their backgrounds and needs to find out what makes your customers special, what sets them apart from others, and what connects them. Creating personas will definitely help you gain a broader understanding of what defines your customers.

By research, we don't mean that you have to commission a massive survey. Below, we'll show you what we mean by research and what's feasible within your individual means to analyze your target customers as precisely as possible in order to build one or more personas.

Basically, there are 2 types of research you can conduct:

1. Quantitative research
Quantitative research refers to the collection of large amounts of data, numbers, and metrics. Numerous online marketing tools are suitable for this purpose, allowing you to draw conclusions about behavior on a website or provide you with geographical and sociodemographic data (e.g., Google Analytics, Google Ads, Facebook Analytics, etc.). You can gather information such as a persona's demographics relatively quickly.
Learn more about Google Ads here!

2. Qualitative research
Qualitative research is an exploratory type of research that you can use to understand why your customers do something and how they do it.

For example, you can ask:

Secondly, you can ask:

How are your customers currently dealing with their specific problem? What, if any, inadequate solutions are they using?
How would your customers interact with a new product?
In qualitative research, you examine the behavioral, socioeconomic, and psychographic characteristics of your persona. Use customer interviews, review sites, competitor analyses, feedback, customer questions, or even start a creative meeting with anyone close to your customers who can provide insights into their needs, attitudes, and behavior.

In order to obtain the most complete and coherent picture of your users, we recommend that you carry out both procedures.

2. Question and interview people
As already mentioned, you can conduct surveys and interviews. These help you gain direct feedback from customers and thus learn more about their attitudes, behavior, and desires.

Tip for a good interview : An important principle is to convey to the interviewee that senegal phone number data you like them and that their opinion really matters. A good interview always requires good questions and an interview guide. The interview guide is a template that you should always have with you during your interview to ensure you stay on topic and actually get all the information you need.

Remember: It's about understanding customers as real people, how they think and feel. All of this information will help you create a relatively realistic persona later on.

3. Create creative surveys
Surveys are also an effective way to collect targeted and personal information about target customers.

Any information you gather from a survey can play an important role in your persona research process. Surveys may seem like a quick and easy way to collect data at first glance, but unfortunately, this isn't often the case in practice.

Here are a few tips to help you create a survey:

Define the objective of your survey. This will help you develop relevant questions.
Choose who will receive the survey. Consider their demographics, environment, and their connection to your brand before making your decision. Consider using previous analytics to get a first look at the target audience or persona.
Write a short, yet easily understandable, and comprehensive introduction. You need this introduction to explain the purpose of the survey to respondents at the beginning and to clarify important information such as evaluation criteria, structure, and survey duration. It should also include a confidentiality agreement from you, in which you assure that no personal data from the survey will be shared with third parties.
Keep the survey short. Members of your team may want to include different questions. However, resist the (admittedly strong) temptation to gather as much information as possible with just one survey. Instead, compromise on what you want to ask to give yourself a better chance of getting respondents to complete your questionnaire in full.