This guide was written by Robert Jones and was edited by Dr Dave Chaffey.
Robert is Research Analyst at Smart Insights, he works on member research, improving user experience of the Smart Insights site, our partner research reports and helps produce our member content. He is a member of the Market Research Society (MRS) and has over 5 years experience in Insight and UX.
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
The guide is written in such as way that introduces personas, helps you to build a business case and discusses research techniques including what they are, how to use them, how to analyse the data and provides an estimation of cost.
The main sections are:
Thinking about how you can create or improve buyer personas? Start here! Use this guide and our companion resources to create effective, actionable personas.
This guide will help you build personas using the most appropriate research techniques. The research doesn't need to be lengthy or costly, as this guide explains.
The guide is comprehensive covering both primary and secondary research methods. Techniques covered include:
Also includes a downloadable Excel template for creating detailed personas with journey maps (blank template plus B2C and B2B examples available).Look Inside the Persona research guide
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Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.
I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.
Translated complex digital marketing channels into easy-to-understand concepts
Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.
The Persona research guide is part of Smart Insights Digital Experience Management Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 6 other resources in the toolkit.
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