This project will walk through how to research and build a buyer persona. Creating a buyer persona is a continual process. Buyer personas can be refreshed, tweaked, and changed as much as needed.
Completing these steps will allow you to:
Download the persona profile checklist. You will use the questions on the checklist when doing research to create your buyer persona.
Tailor the questions as much (or as little) as needed to match your industry and the language used in it. For example, rather than asking "Where do you go for information?", you could ask "How do you research an expensive purchase?".
Using the questions you identified in Step 1, determine a method of researching your buyer persona and getting the selected questions answered. You can research your buyer persona by:
Interviewing current customers or prospects
Surveying your customers or prospects
Talking to your co-workers
Asking questions on social media
After you've discovered trends from the answers to your selected questions, collect the data in one place.
Highlight the trends and similarities in the types of responses people give. These trends or common responses are what should make their way into the beginning of your buyer persona story.
Compile all of your persona research into a story that touches on 5 main topics about your persona. Those 5 topics, or chapters, are:
1. Job and demographic information
2. What does a day in their life look like?
3. What are their challenges or pain points?
4. Where do they go for information?
5. What common objections do they have to your products or services?