Personas
Personas are planning tools that integrate a variety of qualitative methodologies to define consumer or business end-user personalities, needs, and motivations that later guide brand and product strategy.
Personas draw upon previous market segmentations, previous quantitative and qualitative research, and new insights obtained from in-depth ethnographic research to provide a more down-to-earth portrait of a consumer or end-user. They serve as an ideation tool by compiling essential characteristics into consumer archetypes that can be used through the concept development, design, and review stages of any business initiative.
For more information, refer to our white paper: W5 on Personas.