Personas
Environics Research develops personas to help organizations empathize with target audiences, optimizing communication and experiences.
Unlock Customer Insights with Personas for Engagement
Personas are a valuable tool for understanding your target audiences or customers. They’re personified characters grounded in real data: people who don’t exist, but are similar to and representative of real individuals – in their interests, experiences, and sometimes demographics. Grounded in customized research and/or traditional segmentation offerings, personas can help organizations more clearly imagine and empathize with the consumers or stakeholders they serve.
What are Personas?
Personas help teams visualize how individuals experience the world — to see through their eyes. Equipped with evidence-based personas, teams can think creatively about their consumers’ and audiences’ personal needs, barriers, and expectations, gaining insight into the choices they make and why they make them.
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Why Do Personas Matter?
Think about how products or services have been designed over time. In the past, the starting point was almost always the company or organization’s ability to produce a solution: what they were willing and able to offer for sale, with enough efficiency to make the offering feasible or profitable. Over time, many companies and organizations have worked to adopt a customer-centered approach, building their product or service around the customer’s needs (as opposed to their own). But in order to make that shift, companies need to thoroughly understand their customers, to get inside their heads and empathize with their perspectives and daily lives. Personas are a way for companies to make the critical shift to customer-centric thinking.
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How Can Your Organization Use Personas?
Personas help our clients put their customers’ needs and values at the heart of their offerings. They enable organizations to envision the real people they’re designing products, experiences, and messages for. Successful personas should be grounded in data that takes both attitudinal and practical factors into account, helping teams gain insight into choices and reactions along a context-specific customer journey. Among other things, personas can inform the communication of products, services, or experiences; optimization of communication mediums; adjustments to customer experience journeys; and roll-out of new product and service offerings.
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What Can Personas Help Uncover?
Personas can inform any kind of communication or engagement – from consumer marketing to messaging about social causes.
- What makes certain individuals pay attention to your messaging and communication when others tune out.
- Top-of-mind concerns for target groups and how these concerns affect daily life and decision-making.
- What key personas have in common, and which concerns or characteristics divide them most starkly.
