Best Practice Report

Best Practices For Creating Effective Personas

It’s Time To Rethink Your Approach To Personas

August 22nd, 2024
Gina Bhawalkar, Principal Analyst
Gina Bhawalkar Principal Analyst
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
With contributors:
Ian Jacobs , Mike Proulx , AJ Joplin , Chiara De Gasperin , Kelsey Chickering , Zeid Khater , Brittany Viola , Barbara Winters , Georgiana Swan , Shayna Neuburg

Summary

Personas remain a powerful empathy-building tool for creating alignment and driving customer-obsessed decision-making. But most organizations’ personas are the result of outdated practices that amplify biases about customers, cause confusion and data overload, and lead to low adoption. To create effective personas, companies must rethink their approach and focus on creating personas that are purpose-built, insights-based, goal-oriented, cocreated, durable, compelling, and inclusive. This report helps B2C marketers, customer experience (CX) pros, and digital business leaders understand the qualities of modern personas and the best practices to create them.

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