The Full Guide to Audience Research: Creating Buyer ...

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1. Buyer personas are specific enough so that you will have a mental model of your audience that’s easy to understand. It comes naturally to people. If you sit down to write a blog post, it’s easier to write for one person than women from high-income households, urban, 25-34. So having a buyer persona lets you pass a simple test – will this content help Mary Buyer or not? Will she like it? The persona is your quality criteria. “JTBD puts a laser focus on the one thing that matters the most – what your audience is trying to achieve.” So the way I work on the process consists of two stages. First, find out everything available about the customer’s profile. Second, focus on the jobs they need doing, the ways they evaluate alternatives and the anxieties they have.

   In Persona research and validation

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