Personas are not only an effective way of bringing customer segmentation to life, but also a way of stimulating improved insight, common understanding and alignment. Personas can be used as the basis for more effective customer journey mapping, combined with marketing and customer segmentation, which in turn can support prioritisation and strategy development.

But what are the key principles of good persona generation?

Click ‘Get started’ to learn more about building personas, then continue on to watch two short videos on content proposition & planning and content distribution.