Trends Report

Persona Best Practices Of UK Interactive Agencies

Forrester Applies Its Evaluation Methodology To Personas Provided By Nine UK Interactive Agencies

September 16th, 2010
Jonathan Browne, null
Jonathan Browne
With contributors:
Vidya L. Drego , Shelby Catino

Summary

Forrester applied its persona evaluation criteria to reference personas provided by nine interactive agencies in the UK for the recent Forrester Wave™. Most of the personas showed some room for improvement, with problems running the gamut in both type and severity. However, our evaluations also revealed a number of best practices, including EMC Consulting's use of rich background detail to give a realistic quality to its persona for a financial services company; the usability of AKQA's succinct but revealing persona; and the use of a first-person voice to achieve engaging narratives in personas by AKQA, EMC Consulting, LBi, and Reading Room. To get the most out of persona projects, customer experience professionals should kick off projects with assumption persona workshops to ensure buy-in from key stakeholders, insist that personas are based on robust ethnographic research, plan a calendar of events to promote ongoing use, and create a repository of research so that personas can evolve to help all parts of the company's Experience-Based Differentiation (EBD) strategy.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.