Personas from the Persona Institute

data-driven personas based on scientifically collected data ensure a precise understanding of customers. They enable campaigns without wastage and target-group-specific writing.

Your advantages at a glance:

Data basis from more than one million scientifically collected surveys and a database of more than one million statistics
representative for more than 12 countries, more than 1,000 markets and industries
Less wastage
Without any market research of our own
Easy creation and management of personas in a protected web interface
Consultation / workshops on personas

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The Buyer Persona Institute sets international quality standards for persona development, to which we commit ourselves by certification.

For our concept in the provision of scientifically based personas, which is suitable for medium-sized companies, we have been awarded the Innovator of the Year 2022 of the German Economy.

The Persona Institute offers you 3 types of data-based personas

B2C-BUYER PERSONAS

With the B2C (Business-to-Consumer) Buyer Persona, you get a detailed representation of your ideal customer based on our data.

This persona provides a detailed description of your target audience's characteristics, preferences, goals, and problems.

It helps you gain a deeper understanding of your customers, adapt your marketing efforts, and develop products or services that meet their needs and preferences.

B2B PERSONAS

The B2B (business-to-business) persona gives you a detailed representation of a typical buyer or decision-maker from relevant companies or organizations.

It is created by collecting and analyzing data about the roles, responsibilities, goals, challenges, and problems of the people involved in the buying process.

B2B personas help companies understand the needs and motivations of their target group and thus adapt their approach and offerings accordingly.

CANDIDATE PERSONAS

With the Candidate Persona, you get a detailed representation of a potential candidate based on data and insights from research.

It provides a detailed description of your ideal candidate's characteristics, preferences, goals, and issues for a particular role or position.

Creating candidate personas can help you improve your recruiting and hiring process and tailor your job descriptions & employer branding to successfully attract candidates.

How to proceed after Booking continues

After booking, your data-based personas are created in 7 steps and a maximum of 10 working days:

1. preliminary talk

We clarify your requirements and needs in an appointment of about 15 minutes - based on a structured interview guide.

2. questionnaire

You will receive a questionnaire. With it we collect: Existing data, experience, goals - important: please involve all relevant stakeholders from the beginning to answer the questions!

3rd Kickoff Workshop

1 hour via teams/zoom: consultation on questionnaire, setting the horizon of expectations.

4. data collection and analysis

We comb through our survey data and any other statistics that are relevant to your target audience. Our sources:

Dataset of more than one million interviews based on standardized scientific questionnaires. Representative for more than 12 countries, more than 1,000 markets andindustries - updated four times a year.
Database with more than 1 million statistics on more than 70,000 topics.

5. sedcards and playbook are created

Persona Institute delivers the first sedcards including the Persona Playbook (operationalized recommendations for action) to you digitally by e-mail. You review sedcards and playbooks, collect questions and comments from as many stakeholders as possible, and provide feedback to Persona Institute.

6. iteration loop

Data Deepdive to resolve outstanding issues, if any, Finalizing the sedcards and playbooks -> digitally to you.

7. final workshop

You derive further to-dos from the sedcards and get all stakeholders on board. The result is the basis for the 1-2 hour final workshop. Goal: Derive an action plan per persona through sparring/benchmarking.