Decision Tool

Use Forrester’s Decision Tool To Choose Between Segments, Personas, And Personalization

October 3rd, 2022
With contributors:
Laura Koetzle , Brandon Purcell , Maxie Schmidt , Christian Prandi , Hannah Jachim , Ellen Lind


Marketers and customer experience (CX) professionals struggle to define segments, personas, and personalization, and have trouble deciding how and when to use each strategy. This is because their teams lack the necessary research and data management skills. Read this report and use the accompanying interactive tool to match segments, personas, and personalization to the appropriate stage of Forrester’s design framework.

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