Personas

Personas are representative profiles of different respondent types in your study. The AI identifies distinct groups within your data and creates detailed descriptions of each.

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What Are Personas?

Personas are fictional but data-based profiles that represent real patterns in your research. They help you:

• Understand different audience segments
• Put a human face on data
• Communicate findings to stakeholders
• Guide product and marketing decisions

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How Personas Are Created

The AI creates personas by:

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What’s in a Persona

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Profile Overview

Each persona includes:

• Name: A representative name for the segment
• Description: Brief summary of who they are
• Key characteristics: Defining traits or behaviors

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Attitudes and Beliefs

• How they think about the topic
• What matters to them
• Their perspective on key issues

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Behaviors

• What they do
• How they make decisions
• Usage patterns or habits

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Representative Quotes

Actual quotes from respondents in this segment that illustrate their viewpoint.

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Relationship to Product/Brand

If applicable:

• Current usage
• Satisfaction level
• Likelihood to purchase/recommend

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Example Persona

The Practical Prioritizer “I just need something that works reliably without fuss.” Who they are: Busy professionals focused on efficiency. They value functionality over frills and make quick decisions based on practical benefits. Key attitudes:

• Time is their most precious resource
• Skeptical of marketing claims
• Trust recommendations from peers

Behaviors:

• Researches quickly, decides faster
• Willing to pay more for quality
• Loyal once satisfied

What they want:

• Simple, reliable products
• Clear value proposition
• Good customer support

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Using Personas

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For Product Development

• Design features that address persona needs
• Prioritize development based on target personas
• Test concepts with persona fit in mind

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For Marketing

• Craft messages that resonate with each persona
• Choose channels where personas spend time
• Develop creative that speaks to persona values

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For Sales

• Understand different buyer types
• Tailor conversations to persona priorities
• Anticipate objections by persona

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For Customer Experience

• Design experiences for key personas
• Train teams on persona differences
• Prioritize improvements by persona impact

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Working with Multiple Personas

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Comparing Personas

Look at:

• Key differences between groups
• Shared characteristics
• Size of each segment (if indicated)

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Prioritizing Personas

Decide which personas to focus on:

• Which align with business strategy?
• Which represent the largest opportunity?
• Which are most underserved currently?

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Avoiding Persona Overload

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Persona Limitations

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Remember

• Personas simplify reality
• Not everyone fits neatly into one persona
• They’re based on your sample, not universal truths
• They’re a tool, not a definitive answer

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Use Personas As

• Conversation starters
• Decision-making guides
• Communication tools
• Hypothesis generators

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Don’t Use Personas As

• The only input for decisions
• Stereotypes or caricatures
• Replacement for further research
• Unchanging truth

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Validating Personas

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Check Against Data

• Do personas match patterns you see in raw data?
• Are the representative quotes truly representative?
• Does the segment size feel right?

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Use Report Chat

Ask questions like:

• “What evidence supports Persona X’s characteristics?”
• “How many respondents fit the Practical Prioritizer profile?”
• “What distinguishes Persona A from Persona B?”

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Get Team Input

• Share personas with colleagues who know the audience
• Check if personas ring true based on experience
• Refine understanding through discussion

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Sharing Personas

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With Stakeholders

• Provide context on how they were created
• Explain they’re data-based, not invented
• Highlight actionable implications

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For Reference

• Create persona cards or sheets
• Include in project documentation
• Reference in strategic discussions

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Common Questions

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Next Steps