How do you organize/synethize data for creating personas?

I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?

Answer

6 Answers

Market Research

Michele Nieberding

Treasure Data Director of Product Marketing • 2y

I have a love/hate relationship with personas and their effectiveness/impact in an org. But that's for another day..Here are my tips and tricks for developing personas that your teams will actually use! Categorize by Source and Theme: Organize your data by source (e.g., customer reviews, interviews, internal feedback) and by themes or topics (e.g., pain points, motivations, behaviors). This categorization helps in identifying patterns and trends across different data sources. Extract Key Insight ...Read More

1,077 Views
Jeffrey Vocell

BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y

With a lot of inputs, organizing key attributes or commonalities of each persona is important. There are plenty of templates and tools available on the market (and many free) -- but I've always used a spreadsheet to consolidate and synthesize data, and then a slide for the persona. I'll breakdown some details of what's in each below. Synthesizing persona data: Ideally you should have multiple tabs, or columns with data including... Demographic data (age, generder, location, income, etc) Psychogr ...Read More

1,629 Views
Ambika Aggarwal

Ironclad VP of Product Marketing • 1y

In terms of creating personas, I would start by defining and aligning on the persona template framework first, and then doing your research and synthesizing accordingly. There are a number of persona frameworks you can use, some of the ones I'd recommend trying: Hubspot (make my persona) tool can help you build a persona template Miro has a persona mapping template as well Canva also has some nice templates. All these templates will have a few things in common Role in the buying committee Demogr ...Read More

918 Views
Lauren Craigie

Inngest Head of Marketing • 2y

Re: templates. Feel free to reach out on LinkedIn and I’ll share what templates I’ve used in the past for ICP and personas. Re: Synthesizing approach: I try to keep the majority of collection activities very public to the founders and team leads as I go. I don’t want my final synthesis to feel like a surprise to anyone-just a neatly packaged version of the conversations we’ve been having about new insights all along the way. Examples: I have a zapier connection to Typeform where I collect NPS an ...Read More

948 Views
Axel Kirstetter

Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y

Data for personas can be grouped into various categories demographic. like age, gender, residence, and education levels product usage. feature and service preferences career. early vs mid vs late water holes. online / offline news and information gathering influences. analysts, online influencers, etc who matter Value perception. what someone is willing to pay more money for From there tell a story of who they are and what they do. I suggest a mood board. it allows you to visually see who you ar ...Read More

550 Views
Maria Jiang

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 2y

I recommend starting out with the end result and working backwards from there. In other words, create the buyer persona template and then start synthesizing your data / insights into those buckets of data. For buyer personas, I like to keep it simple and break it into the following key questions: 1) What are your responsibilities? 2) What are your biggest challenges? 3) Who are your main stakeholders? 4) How is your success defined/measured? 5) How do you learn about new technologies?

2,481 Views