Best Practices for Creating and Using User Personas

B2B product leaders constantly ask themselves whether the products and solutions they are developing will succeed in pleasing the user audience within prospect and customer organizations. User personas help product managers ensure that an offering meets the needs of customer organizations. User needs may differ from buyer needs, but a product will be successful only if both are understood. Organizations should integrate user personas into the broader innovation and go-to-market process to ensure users’ needs are considered throughout the product lifecycle. In this report, we describe best practices for creating and using user personas during the innovation process.