Qualitative research is vital for personas

Chart of the day: Qualitative research dominates persona research and such research leads to revenue success

Most businesses are using qualitative research techniques such as interviews to create their personas, according to research by Cintell.

Quantitative techniques such as surveys were found to be the least used whilst conducting qualitative interviews with customers and non-customers was found to be most popular, with more than 8 in 10 using such techniques. Interviewing overall dominated the highest results of the survey, which suggested that qualitative methods exceeded persona research goals.

The research also found that 7 in 10 companies who missed revenue or lead goals did not conduct qualitative persona research.

High performing companies were also more than two times likely to research the motivations of their customers.

• Source: Cintell
• Sample: 137 respondents. Popular job titles represented were Director, VP of Marketing, Chief Marketing Officer, Product/Solutions Marketing Manager, Director/Manager of Lead Generation, and Director of Communications.
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