Save or Share this Report

For Customer Experience Professionals

Personas Require Regular Updates

Ensure Personas Accurately Reflect Customers' New Behaviors And Technologies

August 15, 2011

Primary author headshot


  • By Jonathan Browne
  • with Vidya L. Drego,
  • Jennifer Peterson

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).