Data-Driven Personas Persona Creation Persona Design Persona Development

Who should be involved in creating your buyer personas?

Note: this post is based on my answer on Quora.

Short answer: (a) people inside the team/organization using the personas, and (b) customers/users the personas are based on.

You want the people who will be using the personas to participate in their creation as much as possible for them to internalize important customer segment information already during the creation process, and to avoid them rejecting the personas because of them being “artificial”.

When being part of the process of persona creation, the persona users are more likely to accept and adopt personas in their decision-making.

Secondly, I mentioned customers because even when creating data-driven personas (i.e., those based on quantitative numbers such as CRM or Web analytics records), you still want in-depth insights on the customers’ pain points, needs, and wants. Those are much harder to elicit using automatic means, so in-depth interviews with 6–12 customers (or more, if you want more than 3 personas) are highly useful.

See relevant persona research here: Persona Research

By Joni Salminen

Dr. Joni Salminen works as a Scientist at Qatar Computing Research Institute, Hamad Bin Khalifa University, and as a Postdoctoral Researcher at Turku School of Economics, University of Turku. His research interests are heavily focused on personas, including topics such as automatic persona generation from social media data (YouTube, Facebook, Google Analytics), persona perceptions, biases in data-driven personas, optimal number of personas, etc.