Trends Report

Personas Require Regular Updates

Ensure Personas Accurately Reflect Customers' New Behaviors And Technologies

August 15th, 2011
Jonathan Browne, null
Jonathan Browne
With contributors:
Vidya Drego , Jennifer Peterson

Summary

Personas are ideal tools to guide the design of products, channels, and messaging, but companies are concerned that they fail to keep track of evolving behaviors. Although customers' psychographics are fairly stable, the technology adoption patterns and social behaviors of target customer segments are often in a state of flux. As these behaviors have transformative impacts on the relationship between firms and their clients, it's critical that firms regularly update personas with accurate information.

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