Well, we have already seen what a buyer persona is and what it is for. But, now comes the question: how to build one for your brand? That is what we are going to see now.
Creating buyer personas is a process. You can’t just go out. There and describe someone you think represents your clients.
Nor can you fall into the fallacy: ‘I already know my clients’, because our perceptions can deceive us.
To fulfill their role, buyer personas must be the result of research, analysis, and construction .
Basically, we must follow these five steps:
Collect customer data;
Ask these customers questions;
Analyze the collected data;
Structure the buyer person;
Share the buyer persona with the team.
Next, we will detail each step and clarify any doubts that may arise along the way.
1. How to collect customer data to create my buyer persona?
The first moment in the construction of the buyer person is when the researchers carry out the data collection for their studies, therefore, this is what you should do first: collect customer data .
Good data collection begins with good research planning, which involves defining the objectives and target audience and building the collection instruments ( an interview question script , for example).
The Chief VP Compliance Email Lists objective of the investigation is already clearer, right? Know the profile of your company’s customers . Of course, you can have other goals, but the main one is usually that.
You can also include other consumers and prospects, but it is important to focus on those who have already bought from your company and realized the value of your product.
To carry out the research, you can combine different methods and instruments, which provide a complete vision of your object of study: the customer profile . There are two types of research you can do: quantitative and qualitative.
While quantitative surveys are applied to a larger number of people and allow the behaviors of the entire base to be measured, qualitative surveys are less numerous, but obtain more in-depth answers.
In between quantitative surveys, you can take quizzes or
Get survey data from tools like Google Analytics . Among qualitative research, it is possible to do:
focus groups ,
among other methods.
In general, interviews and questionnaires are the most used methods. They are usually done over the Internet, but face-to-face data collection allows insight into behavioral nuances that apply to the virtual.
Adele Revella, author of the book Buyer Personas, says you need fewer interviews than you think . When you do 8-10 interviews, the answers usually start to repeat themselves.