Discovering Persona Insights

As awareness has grown about the importance of buyer personas, marketers are challenged to gather the deep insights that make them meaningful. Many companies are working with insufficient internal data. Others have paid for research that has not improved their ability to make strategic marketing decisions.

In the Discovering Persona Insights workshop, attendees learn how to develop Product Persona Connections – the most critical part of the Buyer Persona.   Product Persona Connections reveal insights into how buyers conduct the buying process for your product, what criteria weigh most heavily in their decisions, and why they are predisposed to buy your solution or your competitors — marketing intelligence that has a demonstrable impact on messaging, marketing maps, sales enablement, and strategies for campaigns or marketing plans.

Attendees will:

• Learn how to locate people to interview, probe for critical details, and consolidate findings
• Listen as the instructor models interviews that gather useful, unexpected information
• Practice interviews in exercises for their own products and markets
• Participate in feedback sessions that identify opportunities for deeper investigation

Who should attend:

• Marketers responsible for products, services, solutions, segments or industries
• Competitive analysts responsible forwin/loss interviews

This workshop is available in two formats:

• on-site – an instructor-led workshop for between ten and twenty attendees
• on-line – a virtual workshop for up to fifteen attendees

Contact Buyer Persona Institute to discuss your needs or request more information.