How do you work with stakeholders to create customer personas?

1 Identify your goals and scope

Before you start creating customer personas, you need to have a clear idea of what you want to achieve and how you will use them. What are the objectives of your project or initiative? Who are your target segments and markets? How will you measure success? How will you communicate and share your personas with other teams and departments? Having a clear scope and vision will help you align your stakeholders and focus your efforts.

2 Gather data and insights

The next step is to collect data and insights about your customers from various sources. You can use quantitative methods, such as surveys, analytics, and CRM data, to get a broad overview of your customer segments, demographics, and behaviors. You can also use qualitative methods, such as interviews, focus groups, and observations, to get a deeper understanding of your customers' motivations, pain points, and expectations. You should involve your stakeholders in this process, as they may have valuable insights and feedback to share.

3 Analyze and synthesize

Once you have gathered enough data and insights, you need to analyze and synthesize them to identify patterns, trends, and themes. You can use tools and techniques, such as affinity diagrams, cluster analysis, and personas templates, to organize and visualize your data. You should also validate your findings with your stakeholders, as they may have different perspectives and opinions on your data. You should aim to create a few personas that represent your most important customer segments, and avoid creating too many or too generic personas.

4 Define and describe

The next step is to define and describe your personas in a clear and concise way. You should give each persona a name, a photo, and a brief background story that summarizes their key characteristics, goals, needs, and challenges. You should also include some details that make them more realistic and human, such as their hobbies, preferences, and personality traits. You should use a consistent format and language for all your personas, and avoid using jargon or technical terms that may confuse your stakeholders.

5 Test and refine

The final step is to test and refine your personas with your stakeholders and customers. You should solicit feedback and suggestions from your stakeholders, and check if your personas align with their expectations and experiences. You should also validate your personas with your customers, and see if they resonate with them and reflect their reality. You should be open to making changes and improvements to your personas, based on the feedback and validation you receive.

6 Use and update

Creating customer personas is not a one-time activity, but an ongoing process. You should use your personas to guide your decisions and actions, and communicate them to your stakeholders and other teams. You should also update your personas regularly, as your customers may change over time due to new trends, needs, or behaviors. You should monitor and measure the impact of your personas on your outcomes and goals, and adjust them accordingly.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?