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Qualitative research is vital for personas

Author's avatar By Robert Jones 31 Jan, 2017
Essential Essential topic

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.
  • Recommended resource: our new persona research guide is the perfect starting point if you’re considering using buyer personas, various techniques are discussed along with how to do them, measurement and cost. From diary studies to using marketing data and how to recruit respondents. Expert members can access immediately, non-members and basic members can also click here to find out more.
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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Consumer research

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