Persona Development

Do you understand who your users or customers really are? Do you have a deep understanding of what they care about, their values and behaviors that affect how they view and choose your products/solutions versus your competitors?

Personas can characterize different types of users, bringing them to life in meaningful ways if they are developed from rich field data. Personas are a powerful tool if done right, which can help your whole organization understand your customers and develop appropriate responses, whether marketing messages, product development or customer support.

InContext has extensive experience developing meaningful persona:

Collect the data behind a good persona. Rich field data is the best data to understand who your users are, how they work, and what they need. Personas built upon multiple field interviews with each user type ensure that your personas indeed represent your user population, not just one user.

Go beyond job titles. People with the same titles may perform different tasks, so job titles aren't the best way to represent them. We look at our data to find the characters that make up your target population and reveal the characteristics you need to support.

Build the right personas. Too many personas will overwhelm your team; too few bury necessary variation to consider. Given your business problem, our data helps determine how many and which personas are right for you.

Generate recommendations. Because we collect the data behind your personas, we know your users and their problems. We use this data, organized in our work models, to generate recommendations for ways to support your personas in your new systems. And, you keep the data to use and reuse.

Understand how to use personas. Let us help you fit personas into your existing development and marketing processes.

To learn how InContext can help with your project, please contact us to request more information.