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Market research methods that really work for personas
The Practical Interview Guide: 12 Questions That Yield Real Insights—for Buyer Personas and Candidate Personas
How do I create a persona?
How do you create a data-driven persona? This guide walks you through the process, from defining your goals to collecting data and creating a validated persona.
Persona, ICP, target group, segment: What is what?
Four terms that are often used interchangeably in everyday working life—leading to incorrect tool selection, inefficient work, and strategic ambiguity. A clarification of terms with decision-making logic for practical application.
Understanding and overcoming psychological barriers to buying in B2B
Complex purchasing decisions rarely fail because of arguments, but rather because of internal barriers. data-driven personas to overcome these barriers.
How personas function as ecosystems
How to operationalize persona insights across channels—and systematically increase customer lifetime value.
Understanding your target audience: What it is—and why it is often lacking in practice
Lack of target group understanding as a cause of marketing problems: Learn why it takes more than demographic lists to be successful and how data-driven personas can make all data-driven personas difference.
The Big 5 model in marketing
Successful campaigns have one thing in common: they appeal directly to our inner decision-making logic. The Big 5 model makes this visible. How the model is used in marketing: five areas of application you should be aware of.
Quantitative vs. qualitative personas: who wins?
Figures, data, facts or listening - what brings companies closer to their target groups? Read here why the mix of quantitative and qualitative personas is the most powerful tool for user-centered decisions.
Buyer Center: Why a persona is not enough in B2B
Are you a B2B company? Have you created a data-driven persona your customer? But the deal still falls through? Read here why this is the case and what can help.
Market research: strategies and methods
How do companies know what customers think and what motivates employees? The answer: With the right data. Which strategies make sense when and which methods lead to the goal when: An overview of market and target group research strategies and methods.
Personas and neuro-employer branding
It has been scientifically proven that we often make decisions based on our feelings first, especially at work, and justify the decision rationally afterwards. Read here what this means for recruiting and what role candidate personas (should) play in this.
Persona bot: Chat with your persona
Video beats images, beats text, according to marketing and media. And chatting or conversing with data-based personas beats sedcard reading, according to us. Read here what it's all about.
data-driven personas and LinkedIn Ads
How do personas help to make LinkedIn Ads more effective? Learn how to precisely address target groups & optimize campaigns.
Successfully implementing change processes with data-based personas
How data-driven personas make change measures easier to understand and ensure that you really get everyone on board.
Recruiting over 50: How to attract experienced specialists to your company
The 50+ generation brings valuable experience, reliability and social skills to companies. With the right approach, the right benefits and if you pay attention to a few things in the application process, you can attract these talents in a targeted manner. Here you can find out how to do this - including practical tips from our latest survey.
Personas for startups
Anyone who founds a start-up does so because they are convinced that they have a great product, a wonderful service or an ingenious solution to a problem. The only thing missing is the right customers. You can find out why buyer personas are a must-have for start-ups here.
Generation Alpha: Values, demands and challenges
What defines Gen Alpha, what values characterize them and how can companies meet their demands? Read now!
Talk to your persona
The Persona Institute takes persona creation to a whole new level and presents a revolutionary feature: companies can now converse directly and in real time with their data-based buyer, B2B or candidate personas - in German and English. The integration of ChatGPT with voice input and voice output technology opens up completely new possibilities for understanding your own target groups even better and serving them more effectively.
Personas and zero-party data
Data protection and the seemingly endless debate about the abolition of third-party cookies are making life difficult for marketers. Zero-party data is an ideal solution to this problem. data-driven personas is the key.
B2B, B2C and candidate personas: the most important differences explained
Understanding the needs of your target groups better and addressing them precisely - you can do this with the help of B2C, B2B and candidate personas. Read here how the different persona types differ and how you can use them for your sustainable business success.
Personas and the SIGMA® Millieus
What do SIGMA milieus have to do with personas? Our text reveals.
Personas and the Sinus Milieus
What are Sinus Milieus and what do they have to do with personas? Here it is.
Personas and the Big Five model
What does the Big Five personality model have to do with personas? This article explains.
Roles vs. personas
How do roles and personas differ? Find out here - for your optimized marketing strategy. Read now!
Values: Each person(a) their pyramid
What Maslow and value pyramids have to do with personas? Read here.
The history of buyer personas
Buyer personas have long since begun to conquer the marketing world. But do you know where these highly successful conquerors came from and who the first of them were? Or how old they are - although still "new territory" for many?
Time for a little persona history.
Oh, merry ... children's Christmas time
You can see just how different Christmas is for the little ones and the grown-ups when you apply a popular marketing method to different people: We make a Christmas customer journey map for Emma (7) and her mother Julia (38).
How personas save Christmas
Bright children's eyes thanks to personas? Yes, it's possible: data-based ideas for Christmas presents make it possible.
How data-driven personas perfectly complement focus groups
Focus groups have become an integral part of market research, product development and marketing. However, many people who do not deal with the subject on a daily basis confuse them with target groups. Find out here what focus groups are, why you need them and how data-driven personas complement them perfectly.
Into the "cookieless future" with data-based personas
An important technology to realize effective targeting without third-party cookies is data-driven personas. We explain how you can use personas instead of third-party cookies to keep your performance high.
Strategic Content Mapping
Targeting content - always finding the right channel for the right message in the right tone of voice? That's easy with enough data on the behavior of readers, viewers/listeners and customers, coupled with content mapping.
Why technographic segmentation is important
If you want to reach customers, you also need to know their technology habits and segment them accordingly. Here's how it's done.
Debunked: 10 Persona Myths You Need to Know
Working with personas pays off. Nevertheless, there are myths that persist. We have debunked them and show what is true and what is not.
Data for persona creation - where to get it?
Only with a solid data base as a foundation can you bring a persona to life and work with it. We show you the best free sources.
Why psychographic segmentation is needed for data-driven personas
Using data-based personas, companies know what target groups think and how they behave. Why psychographic segmentation is important for the development of data-based personas and what it brings in practice: An overview.
Buyer Persona, Buyer Profile, Buyer Center: What is what?
Even though buyer personas are now standard in large marketing departments - for both B2B and B2C audiences, many, especially in companies with fewer staff and experience, are still struggling with the basics.
Why generations should not be a basis for decisions
Why generational studies should not be the basis for decisions.
ROI from personas
If you want to communicate in a targeted way, you need customer knowledge. data-driven personas delivers just that. From the ROI of personas.
Why a good brand identity is based on personas
Regardless of whether it's a manufacturer or a car dealership: data-driven personas is worthwhile for both. The following text shows why and how exactly the automotive industry benefits from buyer and candidate personas.
Introduce personas in the company: How does it work?
More and more companies are using buyer personas, candidate personas, or personas to represent B2B contacts. How do you introduce them? We show you: for corporations as well as for small companies.
Personas and inflation
In times of high inflation, households and companies alike have to tighten their belts. What this means for working with personas.
Diversity in Personas
How diverse can a persona be - as a prototypical representative of an entire target group? What distortions are possible when working with personas? How do we avoid them? How does the Persona Institute manage to develop personas without bias? Here are the answers.
Personas for competitive analysis
Keeping an eye on competitors is an important key to success: data-driven personas helps. We show how it's done.
Personas in product development
A company is successful when it manages to offer products that customers really need or want. But how do you know what will really be in demand?
Agile, data-driven personas are the key to a successful product strategy.
UX storytelling thanks to personas
A good UX only works with a convincing story. Why is that and what role does data-driven personas play in this? Read here.
Empathy Maps and Personas
Empathy and data-driven: These are not opposites. We reveal why empathy maps and personas absolutely belong together.
Find out and solve pain points with personas
data-driven personas combine the advantages of a pain point analysis with a tangible person. As a company, you can use them to create target group-specific solutions for your customers' pain points and thus increase sales, customer loyalty and long-term success.
Agile Personas
Personas are a very powerful tool for getting closer to (potential) customers and getting to know them better. Crucially, they must be data-based and kept up to date. This guide reveals why and what that means.
Persona Templates
Persona-Sedcard - what is behind it, what data belongs in a Persona-Sedcard and how the templates help with the presentation, we reveal in this post.
Personas with Google Analytics 4
How you can use Google Analytics 4 for persona creation? We'll explain that to you step by step here.
Anti-Personas
Sometimes it helps to put a face to those a company explicitly doesn't want to target. With data-based anti-personas (or buyer personas), you give a face to the target group they don't want to reach.
Customer journey mapping and personas
Why data-driven personas and customer journey mapping should go hand in hand - for successful customer centricity.
Persona-FAQ
Many of our clients have questions about data-based personas. We have answered the 10 most common ones: In our Persona FAQ.
Persona terms simply explained
If you develop data-driven personas, methods, tools and theories abound. In this glossary we explain them briefly and comprehensibly.
Customer Centricity thanks to Personas: How good customer service works
Customised products that meet the needs of the market, a personalised omnichannel marketing strategy and top customer service: with data-based personas you create the basis for this. We show how - and why.
7 Persona mistakes and how to avoid them
You have developed personas and realise: it has brought you nothing? Avoid these 7 mistakes and your persona work will bear fruit - guaranteed.
Proto-personas: Creating intuitive target group understanding
Simple, reduced personas based on customer contacts are often the entry point to data-based target group work. What proto-personas are and how to turn them into data-driven personas : A guide.
Segment target groups: Here's how
Target groups can be broken down into smaller units - by segmenting them. This article shows you which variants of segmentation exist and how to use them correctly.
Personas, segments and target groups - what is what?
Dividing large groups of recipients - your customers - into smaller groups creates target groups as well as segments and personas. The common goal: to get to know your customers better and to address them in a personalised way. But what are the differences and when do you need what? This blog post will tell you.
All about B2B personas
What constitutes data-driven personas in B2B and what distinguishes it from private customer personas.
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