A marketer once told us they ‘weren’t that into personas’, going on to say; “they’re just caricatures of the lowest common denominator, that inevitably represent exactly no one”.

Done poorly, they're bang on.

Done well, personas can change the future of the organisation. They can make customer understanding stick, provide a common language and enhance current and future customer centricity.

In this white paper, we uncover our learnings from creating effective customer personas that drive organisational change and growth. As well as some handy lessons on how to make sure these personas are not relegated to the bottom drawer of good-idea-at-the-time investments.

Persona Pitfalls: A point of view on creating personas that actually get used

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