What kind of persona research do you do for mature products?

First, I spend time understanding the personas who are already using the product. The goal is to make sure they are still capturing value and that their workflows have not changed in ways that make the product less relevant. This often involves usage analysis, interviews, and feedback mechanisms such as NPS or customer surveys. Mature products can sometimes assume loyalty, but it is important to continuously validate that the product is still solving the right problems and remains well integrate ...Read More

One of the advantages you have as a Product Manager for a mature product is you will have a well defined set of users and personas. The other advantage you have with a mature product is that you will have a lot of users and usage. This gives you a great opportunity to learn from an established customer base. Having a mature product does not mean you stop doing research and understanding customer pain points. I’d focus on the following: Establish a customer advisory board (CAB) - A CAB is a great ...Read More

It’s common to assume that mature products have a static, well-defined persona. However, product teams should aim to continuously challenge and pressure-test that assumption. Specifically: We should continuously validate whether our long-held assumptions about user demographics, behaviors, needs, and pain points remain valid. Markets inevitably change, and user preferences evolve. Is our ideal customer who loved and raved about our product two years ago still the same one who’s doing so today? R ...Read More

A mature product has already found product/market fit, so there is not normally new personas per se. However, market research should identify competitors and the personas they are engaging to determine if there is a different persona, or a changing need not yet identified. Since a mature product generally has a healthy user-base, engaging with your current community will help you understand their needs and what other options they may be considering, or discover how competitors are trying to win ...Read More

Persona research for any product tends to be a mixture of broad market research and more targeted UX research via surveys, CSAT, in-person events etc. Usually for mature products, I would approach persona research in the following ways: Validating that the ICP that was originally set for the product, still aligns with the majority of current customers. Periodic UX research interviews to get qualitative feedback from the ICP candidates to compliment the quantitative feedback gathered by other mea ...Read More