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Persona Development

Tailor your message for every audience.

In today’s business landscape organizations must navigate diverse decision-making units (DMUs) and decision-making processes (DMPs). We recognize the importance of understanding these unique dynamics and crafting messages that resonate with each customer persona. Through our comprehensive persona development and message testing approaches, we ensure that your marketing efforts align with the specific attributes and responsibilities of your target audience.

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Comprehensive Persona Development:

We work closely with your company to develop customer personas that accurately capture the priorities and preferences of each decision-making unit. We offer two distinct approaches to persona development, tailored to your specific needs:

Building Personas from Scratch

Starting with a clean slate, we collaborate with your team to identify the attributes and responsibilities that matter most to your target audience. Through in-depth research and analysis, we uncover key insights and construct personas that represent the decision-makers within your market.

Testing Preconceived Personas

If your company has existing personas in place, we can validate and refine them through rigorous testing. By engaging with targeted respondents, we gather feedback on their perceived values, attributes, and responsibilities. This process ensures that your preconceived personas accurately reflect the realities of your target audience.

Message Testing for Persona Alignment:

Once personas are developed or validated, we proceed to test your marketing messages, collateral, and content for alignment with each persona. Our experienced team leverages a variety of methodological techniques to uncover respondent’s thoughts and beliefs.

Assessing Message Relevance

We break down your messages into segments and key words, asking respondents whether they find them relevant or compelling. By aligning messages with the attributes and responsibilities important to each persona, we ensure that your communications resonate at a deeper level.

Evaluating Content Perception

Through advanced decision-making methodologies, we assess how different personas perceive your content. This enables us to fine-tune your messages based on their specific preferences and priorities.