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Customer Persona Research Process

Customer persona research can be understood as research made on buyer’s behavior and case. Brands can engage target customers with more detailed and descriptive personas in hand. The above research serves as input for media message and innovative concepts.

To broadly understand customers and their needs, companies can use the following ways:

Setting objectives

Clearly defining the aims of building potential customer personas. In other words, it determines output and objectives of input data and research.

Collecting data

There are various ways to collect data about potential customers, which can be broadly categorized into the following channels:

  • Company’s internal research
  • Frequent customer analysis tool
  • Listening to clients’ opinions on forums and social networks
  • On-site interviews with customers

Processing data

After collected, data will be classified into groups based on consumer need, psychology, media behavior, etc. Criterias for data classification by customer personas include:

  • Gender
  • Age
  • Income
  • Issue encountered
  • Frequently visited channels
  • Factors on consumption decision

Naming and completing “customer persona”

When combined with brand objectives, processed data serve as basis for potential customer categorization and decision making for a specific marketing strategy.