data-driven personas
in accordance with the DIN standard
The Persona Institute is the go-to source for data-driven personas Germany and is setting industry standards with the first DIN Spec 33462.
Getting Started
What do you hope to achieve by understanding your target audience?
Choose the perspective that best suits your task. Below, you'll find relevant persona types, use cases, and solutions.
Marketing & Sales
Buyer PersonasUnderstand customers and reach them more effectively.
From needs and messages to buying centers, customer journeys, and targeting: Turn your understanding of target audiences into better marketing and sales decisions.
People & Culture
Candidate · Employee · ChangeAttracting and retaining people, and supporting them through change.
Gain a deep understanding of people throughout their entire relationship with the company—from the initial engagement through the employee experience to transformation.
and make a strong case
and Strengthening Bonds
and promote acceptance
Agencies & Partners
White LabelTranslating target audience insights into customer impact.
Bring valid insights directly into strategy, creative, and media—for more compelling pitches and more effective client projects.
All three perspectives draw on the same reliable data set. The difference lies not in the quality of the data, but in the decisions you make based on it.
Learn about the methodology →The Persona Institute: We develop personas that work
The Persona Institute offers a software solution that helps you better understand your target groups—so you can use this knowledge to optimize the customer journey, run performance campaigns with no wastage, generate faster and better leads, improve SEO performance, and much more. data-driven personas according to DIN standards are veritable stereotypes of a specific target group.
Your advantages with data-based personas:
- Performance campaigns without wastage
- Faster and better leads
- More and more suitable applicants
- Sales increase
- Optimal customer and candidate journey - aligned with the needs of the target group(s)
Our mission:
data-driven personas DIN standards for everyone!
We are convinced: Data-driven personas should and must be affordable for every company.
Our Persona Profiler with representative data from more than 12 countries and more than 1,000 markets makes this possible and replaces the work of agencies and market research institutes - at manageable costs.
In addition to the persona profile, you’ll receiveactionable recommendations in the evidence-based persona playbook—clearly organized for recruiting, marketing, or sales.We can also provide guidance on implementation as part of an accompanying change management process.
Target audience activation with a single click is a true game-changer: By aligning persona data with campaign briefings and targeting parameters (Google / Meta / DSPs), it reduces wasted reach and makes the persona directly relevant to performance.
LLM integration with a controlled dataset: “Chatable personas” or the persona voice assistant are not simply generic chatbots, but are based exclusively on the collected persona data. This enables scalability and speed without having to accept the typical weakness (irrelevant content) of many AI applications. Want data-driven personas more about data-driven personas ? We’ve developed free e-books, the Persona Masterclass, and ourblog for this purpose.
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We solve your Persona-PainPoints
We boost your success with our data-based personas. 7 Persona-Pain Points and how we solve them:
My personas do not work.
Personas often emerge in workshops, based on experience and gut feeling. A shaky foundation.
Personas that we create together with the PERSONA PROFILER are 100% based on data.
I don't have a market research budget.
Target group research with market opinion institutes is expensive.
With the PERSONA PROFILER you have all persona-relevant data in the sedcard, scientifically collected - at manageable costs.
I don't have time for personas.
data-driven personas takes time: researching, setting up surveys, evaluating and visualising.
With the PERSONA PROFILER we create your data-driven persona Sedcard in a few days.
Web and social analytics data alone are not enough for meaningful personas.
The data basis of the PERSONA PROFILER provides exactly the data you are still missing. Enriched with existing data, a complete picture of your target group emerges
I want to reduce wastage in my campaigns.
Our personas make precise targeting possible. This allows you to address your target group precisely. Scattering losses adé!
Our Customer Journey partly misses the needs of our customers or only partially satisfies them.
With our persona-sedcards you can optimize your customer or candidate journey exactly to the needs of your customers or candidates. We help you turn your customer experience into a unique experience.
We receive too few applications or do not reach the desired candidates.
With our data-based Candidate Personas, it's done. We bring Candidate Centricity to your recruiting.
We support corporations and SMEs in persona development:
The Buyer Persona Institute sets international quality standards for persona development, to which we commit ourselves by certification.
German Brand Award Winner 2023: The prize was awarded by the jury of the German Design Council for the company's outstanding brand management.
German Design Award 2024. category: "Excellent Communications Design Integrated Campaigns and Advertising".
Our data basis for persona comp cards according to DIN standards
Our starting point are Your existing data: web analytics data, CRM data, social media metrics, survey evaluations, etc. We supplement this data from the following sources:
- Dataset of more than one million interviews based on standardized scientific questionnaires. Representative for more than 12 countries, more than 1,000 markets and industries - updated four times a year.
- Database with more than 1 million statistics on more than 70,000 topics.
Create your data-driven persona DIN standards
You know your target group from your daily contact with your customers - but want data-based clarity from your gut feeling? You'll have it in just a few days - with our Persona-Sedcard.
DIN: We are a member.
SINUS environment certified
