Learning Paths

Research personas

Learn the research techniques and insight sources that can be used to create more realistic personas

Module purpose

In order to harness the power of personas and create more customer-centric communications you need to use the best research methods and insight tools to ensure personas are realistic and representative.

How is the Learning Path structured?

  • What types of research can be used?
  • Why is persona research important?
  • Qualitative and quantitative research techniques
  • Practical advice for research implementation
  • Which research technique works best?
  • Asking the right questions
  • Examples
  • Creating affinity maps
  • Using data for persona development
  • Summary

Learning Objectives

  • Evaluate the range of primary research methods used to research personas
  • Structure an ‘affinity map’ to give a top-level summary of your primary research
  • Access different free online secondary insight sources to help inform your personas

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This module is in the Campaign Planning Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

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Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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