Guide to…

Guide to Customer Profiles and Creating Personas

In order to create a representative sample of an audience, personas are based on the analysis and research of real customers. This helps to build a much more detailed picture of the (hypothetical) customer, including far more emotive information such as personal motivations, what they value in a brand, what kind of communication they prefer, etc.

Brands are then able to take this insight and use it to deliver a much more relevant and less one-dimensional experience. (Source:

Guide to Customer Insight Mapping Process (Video)

I’ve often pointed clients to this very useful and well-explained video by Ian Brodie, who provides a quickish guide to customer insight, i.e what it is, how to do it and why it’s important if your business/organisation wants to have sustainable growth. Ian Brodie takes us through what customer mapping is, how to do, why it’s important and how you can use the map. I particularly like this video because it stresses the use of customer language and includes examples.