How to craft buyer & user personas to benefit your business | MaRS

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1. Six steps to crafting personas “Before conducting customer interviews, conduct secondary market research to help you form a hypothesis about your personas. You will validate and refine this through the process.” Interview your customers and the people who compose your market.Key questions to think about:

   In Persona research and validation

2. Explain your product: Find out whether they see “value” in your product and get to the heart of what they need from it. “Look for patterns in your data, and group customers with similar attributes (for example, needs, preferences, pain points and demographics) into your target customer segments.” If you have several customer segments, you should assess the attractiveness of each based on size, potential profitability, the intensity of competition and your ability to meet the demand.

   In Needs-based segmentation

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