Personas Require Regular Updates

Personas are ideal tools to guide the design of products, channels, and messaging, but companies are concerned that they fail to keep track of evolving behaviors. Although customers' psychographics are fairly stable, the technology adoption patterns and social behaviors of target customer segments are often in a state of flux. As these behaviors have transformative impacts on the relationship between firms and their clients, it's critical that firms regularly update personas with accurate information.

 

Publication: 
Forrester
Author: 
Browne, Jonathan
Document Type: 
Research
Paywall: 
$

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